BALLUFF – Interactive 3D product presentation at SPS Nuremberg

In our application, visitors continue to interact with Balluff products. What we changed: each exhibit is equipped with RFID technology and acts as a physical key to the digital 3D product world. When a product is placed on the contact surface, the system automatically recognizes it and opens the corresponding product category on the screen. This creates a direct connection between the physical object and the digital information structure. It was important to us that navigation works intuitively, comparable to drag-and-drop in space. In this way, Balluff products are not only explained, but through interaction themselves become the entry point into the product world.

In the technical B2B environment, information availability is rarely the problem. The real challenge is orientation. Together with the Balluff marketing team, the extensive product portfolio was analyzed and transformed into a clear, scalable structure. The goal was to present hundreds of products and their technical compatibilities in a way that makes them intuitively understandable.

Instead of only displaying complex relationships, the interactive trade fair application provides a navigable product logic that guides visitors step by step through the product world – from a single exhibit to the corresponding product category. This turns a vast industrial portfolio into a structured, interactive experience that reduces complexity and simplifies decision-making.

At the trade fair booth, a technically complex product portfolio with hundreds of individual components must be communicated quickly, clearly, and convincingly. Ideally, visitors are even able to explore it on their own.

To enable this, we structured the large number of products and specifications in a way that makes relationships and compatibilities intuitively understandable. A tree structure maps the entire portfolio logically, enabling easy navigation through all items. This system reduces complexity and makes products equally accessible for both visitors and sales teams.

The WebGL application was also designed to run without specialized hardware on standard laptops and tablets, making it flexible for use worldwide in sales, at trade fairs, or during customer meetings.