What makes you feel more connected to a brand's identity: visiting their physical space, or going to an online site?
The answer to this question (bear with me) hints at the true potential of spatial computing as a communication tool.
We understand the world around us through space. As an architect and someone who has worked extensively with spatial experiences in the virtual realm, this is a reality I observe every day. But the most striking confirmation of this principle came from somewhere a bit more unexpected than my academic and professional background: from my one-year-old son. Watching him discover the world makes it clear how he processes information in a purely spatial way. Something directly in front of him is far more relevant than something further away; then, perhaps, a light switches on in a different room, and there he goes, driven by curiosity.
Along the way, he's constantly discovering new things. The hierarchy of space defines the rhythm of his discoveries, hosting a continuous story for him that is entirely different from mine, even when we share the same space.
Talking spatially is about that process of discovery - whether it's a piece of entertainment, a product, or, even more importantly, your brand's identity.
Let's return to that question of physical versus online stores. The power of an online site lies in its reach, allowing brands to address a global audience. The impact of a physical space is far more localized. However, the emotional bond a physical space offers is considerably stronger, communicating a complex story, because people can absorb much more information subconsciously than consciously.
Spatial computing allows you to bring together the best of both worlds.
When used to its full potential, spatial computing enables brands to create an online experience that goes beyond simply replicating the physical one. It adds a virtual layer that enriches the story in ways that physically built environments cannot. This is the approach we took with the iii museum, a virtual space showcasing the most influential contemporary Iranian artists worldwide. Through an impossible, ever-changing architecture, a spatial format supports the artwork in a completely new way, fostering deeper emotional connections with visitors. A room dedicated to masterpieces under the theme 'Migration by Sea' is flooded with water to amplify the voices of the artists. Artwork addressing the conflicts associated with oil exploitation is fully surrounded by walls of oil that react to the visitor's gaze.
These are just a few examples of how spatial computing can elevate stories, creating a compelling wow factor and keeping audiences engaged through continuous discovery. In a world where consumers have an average attention span of just over eight seconds (although that number is disputed), this is a fundamental game-changer for every brand seeking to communicate their complex identity efficiently and leave a lasting impact on consumers.
One of our most awarded experiences exemplifies the impact that spatial discovery offers, setting a new standard for contemporary onboardings for global brands. In an industry where remote work has become the norm, traditional onboarding methods struggle to communicate the company's vision effectively. This has led to a troubling statistic: 30% of all employees quit during their probation periods due to a lack of emotional connection with the company and their colleagues.
That's why we created The Überverse, a virtual spatial translation of Serviceplan Group's corporate identity. Instead of passive presentations, new employees experience the company's content through an active journey within a unique virtual architecture. Learning about the group's culture becomes an interactive group activity that ensures alignment with the company's values and vision while fostering stronger relationships among colleagues from day one. As many users have noted, the Überverse is about living Serviceplan Group's values, not just hearing about them.
With the release of devices like the Apple Vision Pro, which expand the possibilities of virtual spaces, it's clear that this is no longer science fiction - though for some, it may still feel somewhat inaccessible. But let's be clear: spatial computing isn't a thing of the future; it's already here and has been for some time.
The main reason spatial computing can't be ignored is that, in many ways, it's technology-agnostic. It's not about the devices we use to access these new virtual layers - technology will always evolve, becoming more refined. It's about a paradigm shift, moving away from two-dimensional templates and returning to what is natural to us: communicating in space, letting emotion surround us beyond a screen.