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Case Study 06
technology

Metaverse Experience

Designed a metaverse experience that attracted 1,500+ virtual visitors. I got there by solving spatial storytelling for a European tech convention that had no physical constraints to lean on.

period
SoftServe
context
European Tech Convention
role
Lead Designer
tags
Spatial DesignXR3D
The shared portal everyone orbitsFocal-point pedestals with branded 3D contentSightlines: the layout does the wayfindingHow the metaverse booth held attention without a guide, as a pavilion. Built in Spatial and Unity, the layout borrows sightline principles from physical exhibition design, so 3D content at focal points pulls visitors through the space instead of labels or arrows. It drew more than 1,500 virtual visitors to a European tech convention.
1,500+
virtual visitors
Spatial
+ Unity
0→1
spatial process
multi
disciplinary team
How Might We
// hmw
design a metaverse experience engaging enough to hold attention without a human guide, for a major European tech convention?
The Problem

A physical convention means one location, a fixed audience, and a time window that closes. The brief was to remove all three constraints. Doing that introduced new problems, though: without spatial affordances, how does a visitor know where to go, what to explore, or how long to stay?

There was no internal process for spatial or metaverse design at the company yet. No templates, no precedent, no established toolchain. The team had to figure out what "done" even looked like before designing for it.

Visual Context
Project screenshot 1

// visual-01

Project screenshot 2

// visual-02

The Solution

Designed the exhibition layout for Spatial + Unity, applying sightline principles borrowed from physical exhibition design to create natural navigation without explicit UI affordances. Visitors moved through the space because the space itself directed them, not because of labels or arrows.

Placed 3D interactive content at focal points, using the company's brand assets to create spatial consistency. The result felt branded without feeling like a trade show booth dropped into 3D.

Spatial Architecture · D3

Five Layers: From Platform to Visitor

The metaverse experience was designed as 5 distinct layers, moving from the Unity platform through spatial sightlines and branded content moments to the visitor's self-directed journey. Hover each layer.

Key Decision
// design-decision

We prioritized spatial storytelling over information density. An early prototype was overloaded with content, so we stripped it back to 5 key moments. Engagement time increased significantly. In spatial design, less is more measurable than in any other medium.

// reflection

Spatial design is fundamentally different from screen design. There's no scroll, no back button, no obvious hierarchy. You're designing for presence, not just information. The mental shift from 'what does the user see' to 'where does the user look' changed every decision.