SMARTplay

Every SMARTplay activation blends sensing, AI, and reactive design to understand who a visitor is and what they need in the moment. We combine facial recognition, depth mapping, sentiment analysis, machine-learning models, dynamic projection, personalised product engines and AR to generate content that shifts instantly based on the user. From conversational avatars to adaptive environments, our systems are engineered for intelligence, intuition and seamless real-time response.

SMARTplay unlocks a deeper kind of relevance - the kind that happens when technology pays attention. Across trade shows, pop-ups and brand experiences, we’ve used AI-generated characters, adaptive product advisors, emotion-driven environments and personalised AR to make every visitor feel seen, understood and welcomed into the story.

With Lush’s StoryGuide, we explored how AI avatars can deliver brand values one-to-one. A vibrant digital host greets visitors, remembers preferences and guides them through ingredients, ethics and product rituals - a warm, expressive way to turn education into personalised storytelling.

For Decathlon’s ProCoach, SMARTplay becomes a real-time advisor. By analysing posture, motion and user intent, the system recommends the ideal gear and generates personalised training insights, showcasing products through dynamic AI media rather than static information.

At the Manchester City FIFA Club World Cup 2025 activation, SMARTplay took immersion to the edge of the uncanny. Fans met a life-sized Erling Haaland inside a holobox - a hyper-real volumetric performance that responded naturally to their presence. Visitors posed for selfies and struggled to tell where illusion ended and reality began. A simple QR code delivered the photo straight to their phone, creating a surreal, high-impact moment that felt personal, premium and unforgettable.

And with EE’s GameVerse Portal™, SMARTplay blends AI generation with AR to create gaming identities on the fly. Visitors receive personalised avatar cards that double as WebAR triggers - revealing a 3D world featuring their animated avatar, powered by EE’s next-level connectivity.

Across every project, the principle is the same: when technology adapts, people engage. SMARTplay uses intelligence to create moments that feel crafted for the individual - delivering experiences that are more memorable, more emotional, and far more effective than anything one-size-fits-all.