Interactive Showroom

Summary

ArmstrongB2B® partnered with IG Masonry Support to transform its CPD offering into an immersive, interactive digital showroom, enabling architects and specifiers to engage with masonry support systems and façade solutions in a more accessible and engaging way.

IG Masonry
Interactive Showroom

Challenge

IG Masonry Support, part of the Keystone Group, is a specialist in masonry support systems designed to ensure the structural integrity of masonry walls and façades.

While the business offered a wide range of CPDs, these were traditionally delivered through lengthy PowerPoint presentations, limiting engagement and impact. In addition, accessing physical showrooms can often be impractical for busy architects and specifiers, particularly when travel is required, making it difficult to consistently reach key audiences.

The challenge was to reimagine the Limitless Brick Features CPD as a more engaging and accessible experience, while maintaining the technical depth required for professional audiences and increasing reach beyond traditional, location-based formats.

 

Strategy

Our approach was to create a fully interactive digital showroom that could host IG Masonry’s CPD content in a more intuitive and engaging way.

Using the Shapespark platform, we designed a virtual environment that allows architects, engineers and specifiers to explore masonry support systems, brick features and façade applications at their own pace.

The experience was structured around the natural flow of a CPD, ensuring that key information, product benefits and technical detail were delivered in a logical, easy-to-follow journey. This enabled IG Masonry to communicate complex construction solutions more clearly, while removing the barriers associated with physical attendance.

 

Creative

We designed and developed a fully immersive 3D interactive showroom that brings IG Masonry’s products and solutions to life.

The space was carefully planned to reflect real-world applications of masonry support systems, allowing users to navigate through different zones and interact with key content. This included embedded videos, 3D models and supporting information to demonstrate product performance, installation and benefits.

The showroom is accessible via desktop, mobile and VR, providing a flexible platform for delivering CPDs, showcasing masonry support systems and engaging audiences across multiple touchpoints.

By combining strong visual design with structured content, the experience transforms traditional CPD delivery into a more engaging, memorable and scalable format.

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Challenge

IG Masonry Support, part of the Keystone Group, is a specialist in masonry support systems designed to ensure the structural integrity of masonry walls and façades.

While the business offered a wide range of CPDs, these were traditionally delivered through lengthy PowerPoint presentations, limiting engagement and impact. In addition, accessing physical showrooms can often be impractical for busy architects and specifiers, particularly when travel is required, making it difficult to consistently reach key audiences.

The challenge was to reimagine the Limitless Brick Features CPD as a more engaging and accessible experience, while maintaining the technical depth required for professional audiences and increasing reach beyond traditional, location-based formats.

 

Building Materials 3D Animation Architect Engagement CGI Creative Design Digital Interactive Sales Tools Sales Enablement Web Development & Design Webinar Support

Strategy

Our approach was to create a fully interactive digital showroom that could host IG Masonry’s CPD content in a more intuitive and engaging way.

Using the Shapespark platform, we designed a virtual environment that allows architects, engineers and specifiers to explore masonry support systems, brick features and façade applications at their own pace.

The experience was structured around the natural flow of a CPD, ensuring that key information, product benefits and technical detail were delivered in a logical, easy-to-follow journey. This enabled IG Masonry to communicate complex construction solutions more clearly, while removing the barriers associated with physical attendance.

Creative

We designed and developed a fully immersive 3D interactive showroom that brings IG Masonry’s products and solutions to life.

The space was carefully planned to reflect real-world applications of masonry support systems, allowing users to navigate through different zones and interact with key content. This included embedded videos, 3D models and supporting information to demonstrate product performance, installation and benefits.

The showroom is accessible via desktop, mobile and VR, providing a flexible platform for delivering CPDs, showcasing masonry support systems and engaging audiences across multiple touchpoints.

By combining strong visual design with structured content, the experience transforms traditional CPD delivery into a more engaging, memorable and scalable format.

Results

 

  • Delivered a fully interactive digital showroom, increasing accessibility to IG Masonry’s CPD content for architects and specifiers
  • Improved engagement compared to traditional presentation formats through immersive, self-guided exploration
  • Enabled IG Masonry to reach a wider audience without the limitations of physical location or travel
  • Created a scalable platform for future CPDs and product showcases
  • Strengthened IG Masonry’s position as an innovative leader in masonry support systems and façade solutions
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