Phasys VR

VR experience to tell the product

VR Experience
AR Experience

Immersive technologies have a high communication potential, they reduce the effort of imagination when thinking about new products and new services that are not always physically available for a live-demo such as large products.

Therefore they are excellent tools that positively influence the workplace, sales force activities and employee training.

This is what happened with Phasys VR, a virtual reality experience created to illustrate the unique and distinctive features of Riedl Phasys (PHarmacy Automation SYStem).

Virtual reality is the means not the end, we start from the objectives to find the right technology.

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Riedl Phasys is the automation system of drug distribution in pharmacies. It started as a result of the partnership between Riedl’s German engineers, and has been active for over twenty years in the field of pharmacy automation, and GPI. Riedl Phasys is mainly used for drug logistics, helping pharmacies to manage orders at the checkout quickly, economically and, above all, it’s reliable. The innovative features of automatic package alignment and shelf-fill eliminates inefficiencies and the downtime associated with stop-starts typical of all other automation system.

Given the complexity and overall dimensions of the machinery, Riedl and GPI needed to find a way for their prospects to experience the machine’s efficiency without physically transporting it to trade fairs and showrooms. They needed a tool that could authentically reproduce all the components of Phasys, put them together and animate them, thus illustrating not only the features but also how the machine operates. It was a challenge that virtual reality solved in order to achieve business objectives.

Immersive technologies can reduce the complexity of business processes, revolutionizing business rules.

We started from the Phasys CAD files to recreate 3D models of all the elements, at the same time we carried out an inspection at the GPI headquarters to observe the operation of the machine to study its movements, speed and real time visual impact.

After this first stage of study we moved onto understanding the virtual machine and its animation, carefully reproducing all the operations it is able to perform and all its possible configurations (related to components and dimensions).

Alongside the activity of our XR developers and 3D artists, our design team created the user experience, imagining the interactions happening between the participant and the virtual machine and the user flow taking place on the Phasys VR. In doing so, it was possible to predict and direct visitors’ behaviours to ensure they would not lose any of the key features of Riedl Phasys. Not even the functions of the ‘inside’ view of the mechanical arm that picks up and serves the drugs, one of the most amazing features of the whole system.

Virtual reality is a medium with a high impact because of its ability to immerse users in contexts otherwise difficult to reproduce due to exorbitant costs or reduced spaces. It gives a wide range of interested parties a chance to ‘touch’ their product, in this case, Riedl and GPI only needed a VR workstation, i.e. a viewer, a PC and a controller.

The evocative capacity of virtual reality allows you to recreate environments and products while reducing costs.

In the case of Nice SpA, the virtual elements that were created for the virtual reality experience were also reused to create an augmented reality experience.

This makes it possible to spread the cost of implementation on two different tools that are well integrated into communication strategies. Virtual reality intended for a smaller audience with ad hoc hardware guarantees a more engaging, and multi-sensory experience. Augmented reality on the other hand, extends the scope of the message to a wider audience, it only needs a normal smartphone to access less immersive content and can be used independently at any time and in any place.

The AR model is available both through native apps, ad hoc for iOS operating system and through Spark AR, a tool which does not require the download of apps but uses the Facebook platform.

“In virtual reality it is possible to do inconceivable things in the real world. The virtual world has the potential to transcend reality. Through this new media we can transport huge machines in a briefcase and let the virtual experience as if it were real”

Lorenzo Montermini, Chief Strategic Marketing Manager, Gruppo GPI

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