Beaulieu
Step into your floor.

Client Beaulieu
International Group

Services Exhibitions Immersive Experiences

Expertise Video Production 3D / Motion Graphics

Industry Textile

Overview

Project
synopsis

It’s no secret that the Flanders region leads in the flooring business. Beaulieu has been one of the top players since forever, thanks to their drive for innovation. They know a classic showroom is something of the days of yore, so they contacted Ocular to create a new technology-infused experience center. But there was not enough content yet. That’s where we showed up.

Yondr got to take Beaulieu from classic swatches on a wall to the power of immersive video experiences. How can we tell the story of Beaulieu in a fresh and powerful way? How do we showcase the products of Beauflor, BerryAlloc, and Beaulieu Needlefelt so that clients would féél the flooring rather than just see it? We dove deep into the flooring world and returned with an immersive story for each brand.

Challenge

The challenge was to combine flooring – an aesthetic and tactile product – with immersive experiences and more digitalisation. Not an easy job, but boy, do we love it. Without overpowering with too much tech lingo, we showed the endless possibilities of our solutions. Digitalisation was and is at the core of Beaulieu, and now they can tick the ‘immersive’ box too: they're fully converted and immensely proud of the result.

Another challenge was the tight deadline. Everything had to be tried, tested, up and running before the start of Flanders Flooring Days, the high mass of anything you can step your feet on. The yondr team worked hard – they know no other way – schedules were held tight, decisions made fast, and deadlines were aced. Aces!

Collaboration

The kind of
threesome we like

When yondr arrived, Beaulieu had an experience centre and a ton of hardware planned, but not enough content yet. Slowly but surely, they opened their minds to all our crazy ideas: from concept to design to production and finally, delivery day. They listened, frowned, listened again and agreed. Mostly. We convinced them that immersive technology has become indispensable.

It was Ocular – whom we love to work with anyway – who whispered our name to Beaulieu for the content of the experience centre. They installed the screens and projectors and ran the back-end system for our experiences. Anything we make, they show.

Experience

Beauflor’s infinity

The show-piece of the experience centre isn’t a piece; it’s a box. Twenty-two cubic metres projecting images on two walls, and the floor – obviously. Step into the box, choose the vinyl Beauflor floor you like and change the room's ambience and time of day. Tap tap: sunset. Tap tap: cosy living room. Repeat infinitely or until you’ve found your perfect floor. Our application created with Unreal Engine brings any floor to life, in the atmosphere you want. We just love thinking inside the box.

Wallpaper
and LEDs

To bring out the best of their laminates and parquets, we gave the BerryAlloc room some extraordinary wallpaper. Customers select their favourite floor swatch and place it on the RFID reader. And ta-da: six screens showcase that floor’s USPs in vibrant, complementary 3D videos.

When you say colour, we say LED. Beaulieu Needlefelt’s brand Rewind creates event carpets in any colour possible – an asset we highlighted with a 3D video that bursts with colour — expanded by the seven-metre-long led-installation.

Corporate

When entering the experience centre, you are welcomed by Beaulieu’s corporate video: a 3D narrative. It’s pinkish, it’s swirly, and it showwork the strong points of Beaulieu in a smooth, not-too-literal way. Just as smoothly, the video starts as you enter the room. Need a break? In the lounge area, you can enjoy coffee while having a look and listen to the lead-by-example video we shot in a studio: a classic, but good one. See, we love to do old-school videography, too.