Making a show of it for the Palm Beach Show Group

For one of the leading fine art exhibition production companies in the U.S., creating a sprawling digital twin of their namesake show was going to be a big but rewarding challenge.

The Palm Beach Show is one of the biggest fine art, antique, and jewelry shows in the United States. The 100,000 square foot hall, with its labyrinthine series of booths and alleys, took Art Director Diego Ureña several hours to fully scan, but the results are fantastic. Using Matterport, Diego was able to capture a fully detailed digital twin of the whole venue that allowed customers the chance to check out the show before arriving, and became a useful tool for enticing more visitors once they’d seen how impressive it looked.

We caught up with Diego to learn more about how he used Matterport to produce the digital twin of the show, and how he found the whole process

What inspired the 3D capture of this space?

Diego Ureña

Our shows are all about experience and we were inspired to extend that experience into the digital realm. We want to have not only visitors but also future exhibitors see overall what a world class show looks like. Our shows have always continued to adapt to the world around us and we were inspired to add just another aspect to an already show-stopping experience.

What are the “must-sees” you want visitors to explore and why?

One of the must-see items in this year's show were the featured works of the action star Sylvester Stallone. Not everyone knows that before he was the Italian Stallion, he was and continues to be an profound artist and our show was able to host some of his paintings documenting different periods of his creative work. His paintings are located at Galerie Gmurzynska in booth # 224/325. 

At the other end of the spectrum, we also have an exhibitor named Takat who features rare and extraordinarily beautiful gems and diamonds like you’ve never seen before. Takat’s booth is # is 800/901

Palm beach show 1

What’s the one thing you want visitors to take away after exploring your 3D tour?

We want everyone to explore our show and find that unique, rare and one-of-a-kind item they’ve never seen or always wanted. We want those who explore our 3D show to get a small taste of what an amazing, world class show looks like in the hopes that it piques their interest enough to come next year. 

Palm beach show 2

What are the benefits of Matterport digital twins?

There was nothing else in the market that allowed a person to walk through our entire show and see the diverse roster of top international dealers, exceptional merchandise and elegant décor. It also extended exhibitors' reach to potential clients who wouldn’t have been able to attend the show. I think it’s changed some minds about not coming to the show in person because they saw something while on the 3D walkthrough and decided to then come in and buy it! We also needed ways to reach patrons who came year after year but couldn’t come to the show due to COVID-19 and this was the perfect solution. 

Palm beach show 3

Do you have any plans to capture more 3D experiences?

Of course! I’ve already traveled across the country to LA and we’ve managed to create a 3D experience at the LA Art Show. This is an 180,000 square feet of exhibition space that's committed to today's prominent galleries. These domestic and international galleries, beyond their booths, curate special exhibits that are at the forefront of the burgeoning contemporary art movement.

Anything else you would like to add?

The process it takes to create a digital twin of the show literally takes about 4-6 hours of standing and walking due to the large number of square footage our shows covers. Even though it takes a lot of hard work, the end result is absolutely amazing. I have countless people asking me tons of questions while I'm scanning the show and gladly respond because there's nothing else like this. So please take the time and come enjoy our digital twin of the Palm Beach Show.


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