We partnered with the Finnish startup Distance to help them showcase their groundbreaking spatial display technology
We design new ways of interacting, consuming and experiencing bringing innovation and transformation to any industry
Technology
The technology is an Infinite Pixel Depth AR HUD, invented by Distance — deep-tech company working at the frontier of AR HUD innovation in the automotive and aerospace sectors, and we were honored to help express the full potential of their invention.
Research & Analysis
This project started with deep research and analysis. We studied the core principles of the Distance technology — its dynamic eye-box, large field of view, and, most importantly, its unique infinite pixel depth.
Project goal
Our goal was to identify and emphasize its strongest visual and functional aspects, and then build a demo that translates them into a compelling and memorable experience.
The demo we created is composed of 4 different contexts, different scenarios aimed to reveal and highlight key advantages of the technology
Scenario 1: Test room
The transformation of a flat logo into an unfolding three-dimensional space allowed us to showcase the system’s key advantage over conventional head-up displays — the perception of real depth in the image.
Scenario 2: Forest
Within this context we guided the user’s gaze through the space of infinite pixel depth, experimenting with the system’s expressive visual qualities in an abstract environment.
The room evolved into a richer, more vibrant space as we shaped and refined the AR layer.
Scenario 3: City
We continued to explore methods of guiding user attention — this time in a more dynamic and visually saturated environment, closer to real product use.
The focus shifted from abstract experimentation to applied scenarios, where the system’s spatial and graphical capabilities could directly enhance user experience.
Scenario 4: Space
We used a gradual scale expansion to demonstrate, through a cosmic scenario, how the Distance technology can operate in cases of infinite depth.
It represents a vision of how the technology could be used in the near future — a forward-looking direction for the company.
Since the main part of the project was completed without access to a physical prototype, we visited Distance in Helsinki to finalize and refine the work directly on-site.
The demo content we created was demonstrated at Expo 2025 in Osaka and AWE USA 2025
*
HSBC | Escape room
Redefining high performan energy for the next generation of the next generation of achievers
*
HSBC | Escape room
Redefining high performan energy for the next generation of the next generation of achievers
*
HSBC | Escape room
Redefining high performan energy for the next generation of the next generation of achievers
