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Deluxe VR Innovates for Interactive GE Experience

Deluxe VR built a virtual reality experience for GE that demonstrates how GE’s various businesses collaborate to develop new solutions. The VR project, called GE Store, transports viewers to environments including the ocean floor and the inside of a jet engine to demonstrate the interaction of GE business units. VR proved to be an ideal medium for the message because it allows massive machinery and intangible technological innovation to be captured and expressed in an immersive and relatable way.

Andy Goldberg, chief creative officer of GE, says, “Conveying how the interconnectivity of GE technologies encourages the realization of bigger, more impactful outcomes was an ambitious, complex and somewhat abstract idea. VR was the best way to bring it to life, and the Deluxe team have been great partners in doing so.”

Deluxe VR’s creative team set out to identify compelling visuals and interactions that would intersect GE’s divisions and drive the experience. Teams of artists researched each business unit extensively to flesh out detailed concepts and storylines, modeled the CG assets, built new 3D models based on real-world GE technologies, and modified existing high-res assets from GE to run at the necessary frame rate for VR.

Deluxe VR’s technologists customized the simulation engine specifically for this experience and experimented with new hardware and software to meet desired performance levels. Refining the interface was a key focus to ensure that viewers could intuitively navigate the virtual environment.

GE’s YouTube 360 channel offers 360° versions of several segments from the overall experience.