Saddleback AR & VR experience at Rouleur Live 2018
Step inside the Saddleback story
At the 2018 Rouleur Live – the premier exhibition for cycling culture and industry innovation – we created an immersive AR & VR experience for Saddleback, a leading distributor of elite cycling brands. This project aimed to break the traditional tradeshow mold and invite visitors behind the curtain of the Saddleback brand.
Partners
We partnered with Saddleback, the UK-based exclusive distributor of some of the world’s most prestigious cycling brands including ENVE, Sidi, and Castelli. Known for their premium positioning and commitment to quality, Saddleback wanted an innovative way to reflect their passion for performance and detail – beyond the product display.
Behind the handlebars
We developed an augmented showcase to promote Saddleback’s brand and products, including a hybrid AR and VR experience embedded directly within the physical tradeshow stand.
We designed Augmented Reality (AR) windows seamlessly integrated into the Saddleback display. When attendees scanned a designated tracking image using an iPad, these AR windows revealed immersive 180-degree behind-the-scenes video content. Viewers could explore Saddleback’s warehouse, boardroom, and offices, offering a layered and interactive look into the company’s inner workings.
Customers could also try the VR headset experience, watching Saddleback’s iconic products in action via a stereoscopic livestream from a celebrity cyclist’s chest-mounted camera, giving users the sense of riding alongside some of the industry’s elite.
This multi-sensory setup allowed audiences to move fluidly between the physical space of Rouleur Live and the digital world of Saddleback.
Saddleback wanted to go beyond product showcasing – to let people feel what it’s like to be part of their brand. By peeling back the layers of the company and showing its culture, operations, and real-life use cases, we aimed to deepen emotional connection and drive brand loyalty in a competitive landscape.
The rise of AR in marketing and tradeshows
The benefits of augmented reality for tradeshow marketing are evident, successfully capturing the attention of passers by in a bustling, crowded environment. Evidenced by the success of the Saddleback immersive experience, augmented and virtual reality showcases have the ability to deliver brand storytelling in a uniquely engaging format.
Professionals are no longer limited to showcasing in small and pokey booths, instead maximising their space by extending it digitally. With an inherently social experience, designed to generate excitement and discussion, augmented reality showcasing creates memorable interactions that ensure your brand leaves a lasting impression.
Success for Saddleback
The Saddleback AR & VR experience wasn’t just a hit at Rouleur, it also offered a glimpse into the future of event marketing. By inviting attendees behind the scenes and onto the saddle of a pro cyclist, we transformed a static booth into a dynamic, multi-layered brand encounter. In a world where connection matters more than ever, Saddleback’s immersive showcase set a bold standard for how brands can engage their audience, one virtual pedal stroke at a time. Contact us to learn how we can help you create your next AR or VR experience for a brand or product showcase.
