Case study: SEGRO

Mixed Reality brings construction site to life

HoloThamesValley allows staff, stakeholders and sales prospects to explore a new development by SEGRO, currently under construction in the Thames Valley. With 3D models and animation, users are able to get a strong sense of the space before it’s been built.

HoloThamesValley is an app created for SEGRO to showcase SEGRO Park Bracknell at a private event at the Science Museum in May 2017. HoloThamesValley focuses on Phase 1 of the site’s construction showcasing 90,000 sq ft of industrial/ logistics space available.


“Seeing SEGRO Park Bracknell in Mixed Reality is very exciting for us, and enables our stakeholders to really visualise what we have been busy working on even when the physical construction is not yet complete. What’s more, by using HoloLens we are able to share our vision with any audience, whether onsite or at an event due to its portability and ease of use. We are thrilled with the results of this project.”

- Alex Wodzicki, Digital Marketing Manager


The client

SEGRO is a UK Real Estate Investment Trust (REIT), and a leading owner, manager and developer of modern warehouses and light industrial property. SEGRO owns or manages 6.4 million square metres (69 million square feet) of space valued at £8 billion, serving customers from a wide range of industry sectors.

Its properties are located in and around major cities and at key transportation hubs in the UK and in nine other European countries.


The challenge

The challenge was to create an interactive map of one of SEGRO's main current developments, giving users not only a birds eye view of the site but enabling them to get up close to one of the buildings, exploring both the exterior and interior.
The app needed to look good and be engaging as well as easy to use for newcomers to HoloLens, both in an event setting and post launch. The intention of the app was to showcase the consumer brand experience aspects of the HoloLens as well as showcasing the devices immersive, visual capabilities as a sales and corporate tool. 


The process

HoloThamesValley’s creation utilised internal models provided by SEGRO. The map itself was sourced from Google Maps. In order to make the app less cluttered, we removed some of the site information, and added a toggle option for the occupier labels, to allow the key points to stand out. The labels of each part of the site were also enlarged to enable users to click on them easily, for a smooth and efficient demo.


The results

We produced a map prototype, boasting 3D building models that were optimised for HoloLens that can be zoomed into or viewed as a whole. The pinch and drag functionality allows greater navigation of the map and allows a high level of interactivity for users. 

Users can select to view Site 2 Phase 1 in closer detail. The roof of the building raises to allow users to look inside and visualise the space, acting as a sales tool to show potential customers, while the units are still under construction. The HoloThamesValley app also has an information panel, giving further insight into the space available for purposes ranging from data centres to car showrooms.

Through our HoloStream app, HoloThamesValley is portable and can be shown to stakeholders or potential customers on site, at events or at one of SEGRO’s offices. The ability to imagine the space by blending the holographic representation with the physical world was important, as it enables the user to maintain full interaction with those around them. 

HoloThamesValley was launched at the Science Museum in May 2017 for an event aimed at industrial property agents. Streamed to a large screen attendees could view what participants saw when wearing HoloLens. This added a shared element to the experience and further showcased how HoloLens can be used for events and congress exhibitions. HoloThamesValley was the only holographic model at the event.


Our outlook

In the future, we would like to create simple, fixed perspective, click-through prototypes to visualise the interactions. For the 3D models, we are exploring integrations such as a Revit integration and a solidworks to HoloLens automatic import. 

We are certain that, as more immersive 3D holographic experiences emerge, more technology such as the VR prototyping tool GrayBox will be able to integrate with HoloLens.



Do your stakeholders find it hard to visualise new ideas? Could Mixed Reality allow for a more efficient and economic design process? Simply drop us a line.

We are happy to give you a personal demo of HoloThamesValley and discuss how we could create a bespoke experience for you.

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