Augmented & Virtual Reality: How Interactive Technology is Changing the Way We Experience Exhibitions

What are interactive technologies?

There are a wide range of interactive technologies available in the modern world – and you’re probably more familiar with them than you might expect. For example, have you got a smart phone? If so, that’s a perfect example of a baseline piece of interactive tech. Think about it. Using a smart phone offers you:

• Touch interfacing with apps.
• Instant access to the internet, either through data or Wi-Fi connections.
• Sensor technology that responds to movement and gesture changes.

All of these require human interaction, and can create an immersive or audio-visual experience. In fact, smart phones themselves have had a marked impact on the way visitors experience and engage with an exhibition. QR codes, bespoke event apps, photo opportunities and social media have all grown to be an important aspect of how exhibitions run – and all need to be carefully considered by exhibition organisers to see what value they can bring to their audiences.

But, smart phone integrations are not the only format in which interactive technology is having an impact. There’s also AR and VR to consider.

• Augmented Reality: augmented reality, or AR, is a type of interactive technology that superimposes an image (or images) over real-world backgrounds. This can be done with phones, tablets, or other devices that can display computer-generated images. Examples of AR include: Pokemon Go, virtual make-up or hairstyle testing sites, or even the filters on social media sites.
• Virtual Reality: taking this technology one step further is VR, or virtual reality. Instead of superimposing on the real world, virtual reality creates a fully immersive vista that surrounds the user in a new location, game, or experience. Examples include: VR games via a headset, product design, and healthcare training simulations.

Top tip: we’ve even made use of interactive technology with our Virtual Venue Tour. With this tool, you can explore the Exhibition Centre campus at your own pace, and from the comfort of your desk!

Using interactive technology in exhibitions

Knowing now what these interactive technologies are, what about actually making use of them in your exhibitions? We’ve picked out our best practical tips to help you use these interactive technologies as part of your event.

VR in exhibitions

As we’ve already mentioned, virtual reality creates a fully immersive experience that can mimic a visitor’s original surroundings, or change it completely. This 360 view is typically achieved with a VR headset, providing realistic sounds and visual stimuli. Guests can also interact with a VR simulation using handheld controllers or movement, and receive feedback depending on the situation.

But practically, how can you use VR in exhibitions? How about…

• During product launches?: VR can allow your attendees to interact with a new product in a virtual space, allowing them to see every angle without needing the actual product. This can be valuable if you’re generating a buzz before the product has been finalised – as you can show what the finished result will be without having it on hand.
• As part of gamification?: having gaming or competitive VR elements during a trade show or visitors fair can go a long way to creating engagement with participants at the event.
• At a trade show?: for trade shows where it’s harder to bring a physical item – such as tourism or travel shows – VR can create opportunities for the audience to experience what is on offer without actually being there.
• At an immersive art or cultural exhibition?: taking art shows, or cultural phenomena, to another level with VR can seriously boost visitor engagement with the subject matter. It also opens these shows to wider audiences who may not have originally felt like they belong in these spaces.

AR in exhibitions

While augmented reality is not as fully immersive as VR, it can still be incredibly useful within an exhibition – and there are some areas where it may even outperform virtual reality. For example, AR can be more accessible to multiple people at once. Using a QR code, app, or other integration, you can have more people using the technology simultaneously. This opens your event to more people, and cuts down on wait times.

Occasions in which AR in exhibitions can be valuable include:

• Product demos: instead of having lots of physical products, you can use AR to simulate how they would look within a space. This can be useful to cut down logistical requirements around inventory for trade show booths.
• Semi-immersive games: with the popularity of Pokemon Go, AR has shown to be highly capable at capturing interest within gaming. Developing an AR game that can be played on a smartphone, tablet, or other mobile device, can be a big way to get guests involved in your exhibition.
• Offering additional information: using AR to layer information about a product, or put landmarks on an exhibition map, can help attendees take more control of their exhibition experience.

Why use interactive technology?

There is something else to discuss – and that’s why you should consider using AR or VR in an exhibition. In fact, there are a broad range of advantages to using AR and VR in exhibitions, including:

• It can help to attract a wider audience (and in particular a younger one): Depending on the theming of your exhibition, using AR or VR technology can help to create a more interactive experience. According to research from 2020, around 60% of Millennials prefer events and exhibitions that use interactive technologies such as these, along with 53% of Gen Z.
• It can be reused: unlike with physical products and games that may have a limited shelf-life, once your AR or VR technology has been created it can be reused multiple times. It can also be easily accessed regardless of your location, without the energy required to transport large quantities of products.
• It can help you collect data: with Google phasing out the use of cookies to collect third-party data, exhibitions organisers need to find other ways to collect useful information about attendees. Using experience-driven interactive technologies like AR or VR offer you an opportunity to get first-party data from your attendees, which can be vital for future exhibition planning.
• It can help you stand out: while more of the industry are adopting different interactive technologies, they’re still less common than you’d think. So, choosing to level up your exhibition experience can help you stand out from other events within your industry, and encourage more people to attend.

However, we shouldn’t shy away from the downsides to technologies such as these. Depending on the scope of your plans, AR and VR technologies can be expensive. Between labour costs, design, and energy output, using this tech is an investment. You also need to ensure devices are fully charged before the event. While this doesn’t seem like a major disadvantage, if you forget then it can derail your entire exhibition plan. This aspect also means that devices rely on their battery-life, which can limit their use.

Overall, using AR or VR in your exhibitions will depend on the aims and size of your exhibition – and will depend on a case by case basis. But, there is a lot to be said for the positives; it massively encourages audience engagement, can boost your exhibition profile, and create something people can talk about. All of which can be incredibly beneficial for your exhibition.

Not sure how to best leverage your exhibition plans? Get support from members of our experienced Event Management team when you choose Exhibition Centre Liverpool.

Host your next event with Exhibition Centre Liverpool

If you’re looking for a venue that’s consistently evolving and developing within the industry, you’ve come to the right place. At Exhibition Centre Liverpool, we’re committed to leading the way from the walls of our purpose-built events campus and beyond. Discover how our Venue can support your exhibition goals – and find valuable Sustainability and Inclusivity resources to make your next exhibition stand out from the rest…

What are Immersive Exhibitions & Why are They Popular? | Using Exhibitions as Part of a Marketing Strategy: A Guide | How to Stand Out at an Exhibition