Naked-Eye 3D Smart-Ski Immersive Exhibit for Ericsson

The brief

Ericsson, as a named public partner, needed an immersive smart-ski exhibit for its 5G smart-sports stand: a walk-in booth pairing naked-eye 3D with a VR first-person skiing experience. The goal was to let visitors feel a 5G-enabled sports application rather than read about it — stepping into a booth and coming away with a genuine sense of speed and immersion.

What we did

We designed and built a walk-in booth centred on naked-eye 3D, so visitors saw depth and motion without glasses the moment they entered. Inside, a VR first-person skiing experience put each participant on the slope, carving a run in real time. Our 3D content team produced the ski environment, from the slope and scenery to the sense of downhill speed, and VR developers tuned the interaction so movement felt responsive and comfortable across a steady stream of visitors.

Spatial and display technicians integrated the naked-eye 3D screens and the VR station into a single coherent space, calibrating viewing angles so the 3D effect held for visitors of different heights and positions. The whole booth was built to slot into Ericsson's wider 5G smart-sports stand, matching its visual identity and traffic flow. Throughput, comfort and a quick, self-explanatory visitor journey shaped every decision, so the exhibit kept a queue moving while still delivering a strong individual experience, and staff could reset it between visitors in seconds.

The result

An immersive smart-ski exhibit that gave Ericsson's 5G smart-sports stand a memorable, hands-on centrepiece. By combining naked-eye 3D with VR first-person skiing, the booth let visitors experience a 5G sports application directly — a walk-in moment that made the technology tangible on the exhibition floor. Rather than explaining connected sport in words, it let people feel it, turning a technical proposition into a moment visitors remembered and talked about after leaving the stand.