An innovative real-time car configurator using immersive 3D content for Mazda.
The Mazda Retail Hub is an interactive car configurator application that uses immersive real-time 3D content that showcase the full Mazda line-up including animated design, safety and technology features, accessories range and video content. The configurator provides full 360-degree views of the interior and exterior of each car within a selection of beautifully rendered animated environments for customers to choose from. Spinifex’s 3D teams used Maya to convert CAD data for models and accessories supplied by Mazda. Spinifex designed and built all environments and animated car features from scratch.
All assets were built by Spinifex for real-time rendering in Unity engine, creating a cohesive and sophisticated real time 3D experience. As the front-end developer, Deloitte integrated the Spinifex-created content with configuration smarts, data driven content from Mazda systems and implemented the UI and 2D design to build a seamless composition of interactive and informative content. Spinifex also partnered with Engagis as the CMS (content management system) provider and back-end developer of the app that handles thousands of data conversions and management of vehicle parts, media, and content from the Mazda CMS into the app. Engagis also custom built the 42-inch and 55-inch touch screen digital kiosks and are the architects of the ongoing hardware and network support. MRH is future-proofed as it is built for regular updates and new car and feature inclusions. It is scalable and measurable, ensuring constant refining of the customer experience based on real user data.