Immersive user research and AI-aided analysis for
architecture. We turn planned spaces into testable
environments — so you invest into your vision with evidence.
Construction projects demand
substantial capital investment → yet the
operational effectiveness of the resulting facilities cannot
be verified until project completion.
Low user evidence
Decisions about spatial designs are based on
assumptions, not on validated user behaviour.
Long planning cycles
Making changes to the physical structure is expensive
and time-consuming.
Occurring Planning errors
15–25% of project costs are attributable to avoidable
design changes and late course corrections.
OUR APPROACH
Evidence-based
future
evaluation
We translate your vision into virtual spaces for people to
explore. Our immersive human-centric surveys bring to light
how users will experience your planned spaces.
Understand Users
Behavioral studies in VR environments. We capture
movement patterns, gaze data, wayfinding performance,
and experiential quality metrics with real participants
navigating your design.
Validate future decisions
Rigorous comparison of design variants. Test layouts,
materials, signage systems, and spatial configurations
under controlled conditions — with scientific precision.
Reduce Risk
Quantify and reduce the risk of misaligned investment.
Our analysis identifies friction points, usability gaps,
and missed opportunities before construction begins.
OUR METHOD
Evaluation in
four
Steps
1
2
3
4
ROLL OUT
Digital Twin
We build an immersive VR replica from your BIM/CAD
models or from scratch. Fully navigable, spatially
accurate, and optimized for research-grade data
capture.
Virtual Reality Study
Participants navigate your design in VR. We record
gaze tracking, movement paths, task completion
rates, dwell time, and qualitative responses.
AI-Aided Analysis
Our proprietary analysis engine processes raw
behavioral data to surface spatial patterns,
bottlenecks, and optimization opportunities.
Deliverables
Action-based reports and emotional space maps — for
direct integration into your planning workflow.
DELIVERABLES
Spatial Intelligence based on:
Emotional Space Map
Our software generates 3D maps, that visualize
which objects stood out to users during testing
and their collective thoughts and feelings on
them.
Quantified User Journeys
The key moments and interactions on a timeline
indicate your users problems or highlights.
Where did they get lost in the process and why?
Object Performance Report
Which objects have a positive impact on the user
experience? Use different metrics to see what
stands out and what to focus on.
A/B Variant Testings
Compare different versions and designs of your
product in a virtual space and see which one
performs best.
TRUSTED BY LEADING PRACTICES
WHAT THEY SAY
“Immersity · lab not only helps us figure out what
the gate of the future should look like, but more
importantly, how we can test and discuss future ideas in
the real world with our customers.”
LEADER BUSINESS DEVELOPMENT – FRA ALLIANCE
“Immersity · lab brings our ideas to life by
visualizing them in a real-world environment, allowing
passengers to evaluate and comment on them.”
LEADER CONSULTING & STRATEGY – FRA ALLIANCE
“Immersity · lab enables us to create emotional
maps of spaces [...]. The added value lies in the
combination of emotional impact measurement, spatial
analysis and a social science foundation – this creates
a new level of quality for decision-making”
HEAD OF BUSINESS UNIT – VGF
CONTACT
Build your next space backed by spatial intelligence:
Whether it's a hospital, a railway station, airport terminal
or a company headquarters, we work to unlock the potential
of any space.
