Our predictions on which sectors will heavily use 3D technology in 2023.
At Morean we have been making complexity understandable since 2014. Developing from a firm making emotional animations to a creative studio using the latest technologies to make our clients’ communications move, we are curious where 3D technology will lead us and our future work.
So, with the new year kicking in, we thought of using our expertise to see which industries will use 3D technologies to intelligently expand their business in 2023 (and beyond).
1) Infrastructure
As we are involved in infrastructure projects intensively, we can see a huge change in the communication and usage of 3D technology here. It totally makes sense to provide virtual walk-throughs of the entire vision even before the development starts. These projects last a long time, sometimes even a decade, so the 3D technology is very useful for showing timely developments and communicating the message clearly. With the entire project being developed virtually at the beginning, it is easier for the executing team to present it in front of stakeholders, and market it to the people involved or affected. With the trend of 360 walk-throughs and 3D videos growing, it has almost become mandatory to use these experiences across different platforms.
Morean supports numerous well-known companies in visualizing infrastructure projects and communicating them to the public involved at an early stage. This can save years of development, eliminate misunderstandings, and generate enthusiasm for what is being created.
2) Masterplanning & Urban Development
The future of designing, planning, and building cities and urban spaces is already taking place in Virtual and Augmented Reality and will continue to grow in the coming years. As in the infrastructure sector, early interactive planning and the simultaneous participation of stakeholders and citizens pays off in terms of efficiency of project implementation. 3D technology enables planners to design in a multi-dimensional way and in endless possibilities which leads to improved quality and speed of decisions.
Newly created spaces can be easily viewed, selected, and even equipped with the help of VR headsets, no matter where in the world the new tenant or owner is located.
A good example of introducing new technologies from the beginning is our client 西门子 . For the #SiemensstadtSquare master plan, interactive tools were used on different platforms to communicate the design and involve different stakeholders from the beginning.
3) HealthCare
In recent years, this industry has begun to embrace 3D technology by using walk-through videos that digitally showcase and market their spaces and services.
In addition to clinics and healthcare facilities, international pharmaceutical companies have also realized the potential of augmented reality and are using it to help their sales staff demonstrate products and immersive technologies.
What is interesting about the digital transformation of healthcare is not only the approach of using those technologies in education and training, e.g., for complex surgery simulations. Research has already been going on for many years in the field of 3D bioprinting to be able to print organs and tissue from soft biomaterial like living cells (multilayered objects).
We have already realized several VR projects in the health sector and were able to experience the great potential for providers, customers, and education ourselves. The entire health system is facing a more than necessary digitization phase and the advantages of immersive technologies cannot be denied.
4) Automotive
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The automotive industry has been one of the early adopters of 3D and immersive technologies. Right from creating 3D models of their cars to creating interactive experiences using Virtual and Augmented Reality, this industry uses 3D extensively. Leading brands have started digitizing their showrooms and now provide interactive marketing experiences available for their customers anytime from anywhere. These experiences include virtual car tours, interactive configurations to show different variants and Augmented Reality experiences. Apart from marketing experience, they have also been using Virtual Reality to train people on complex processes.
Constant and very fast developments in the hardware industry and major players like 微软 , HTC and Meta making huge investments in improving hardware will make Mixed Reality experiences the trend in this industry.
By using MR headsets, users are able to work on the real car with their hands free while viewing a virtual 3D model of the entire vehicle or certain parts of it in the real world. The entire design and service process becomes more efficient as a result.
5) Consumer Goods
3D is also increasingly used in the presentation of products, for example by creating a digital environment to place a virtual product and put it in the right light. By using this technology instead of a photo shoot, companies can save time, money and can choose how they want to show their product. External conditions such as time of day, season or weather conditions can be adjusted - even afterwards.
Most FMCG companies are currently using this technology to create realistic virtual renders and videos for their marketing campaigns. Big lighting companies like Selux Lighting are also using Set Design to show their products in an early stage, even without having a real sample at hand.
6) Education
Education is more important than ever. With visual learning gaining more popularity over the last couple of years, the education sector is evolving and promoting digital education worldwide. Complex and dangerous situations are being taught with the help of 3D animation and XR labs have been introduced in the universities so that students can have an interactive learning experience. Children are being introduced to interactive learning methods using laptops and tablets from an early age.
In the future, interactivity will be used primarily where people learn complex concepts. This allows the use of body and mind in combination, making the whole learning experience more sustainable
The following applies to all these cases and industries:
Virtual space offers great potential for simulation, iteration, design, and participation. Once implemented, it will increase economic and environmental efficiency.
The 3D world is changing rapidly and at Morean we are constantly working to bring both the latest technology and the all-important emotion to our clients' projects at the same time to make their complex projects and visions quickly understandable.
We would love to hear your opinion on the topics in the comments!