Is This the Future of Boat Show Viewing?
By Nick Walton
Tech company 360INT is changing the way exhibitors and attendees will experience boat shows in the future.
Next time you rib those post-boat show heels and think of your step count, be heartened by the idea that the way we explore boat shows, and the time we spend walking around them, might all be about to change. We talk 3D mapping and the virtualization of events with 360INT founder Daniel Iserloh.
What motivated 360INT to begin mapping boat shows?
At 360INT, our passion for innovation and “thinking different” drives us to transform how live events, like boat shows, are experienced. These events are fleeting, high-energy occasions that present unique challenges and opportunities. Our goal is to deliver immersive, year-round visibility through virtual tours. By mapping boat shows, we enable participants to showcase their offerings globally, facilitate sales tours for upcoming events, and provide a platform for sustained engagement long after the event concludes.
Your mapping with Matterport virtual tours creates immersive experiences for boat shows. Can you walk us through the process of capturing and integrating high-precision data at these events?
The process of capturing a boat show with Matterport’s advanced 3D scanning technology is consistent, whether we’re mapping a sprawling event or a compact space like an apartment. Our Matterport camera, equipped with an integrated LiDAR scanner, captures intricate spatial data by recognizing objects and mapping environments with precision. We strategically move the camera every two meters through the event space, performing a 30-second scan at each position. Each scan generates 1,000,000 measurement points and 134MP imagery, creating a highly detailed digital twin.
The challenge lies in scaling this process for large, dynamic environments like boat shows, where repetitive layouts (e.g., rows of similar booths) can confuse the system, and constant movement—people, objects, or even boats—demands meticulous planning. For instance, mapping the Singapore Yachting Festival required 1,734 scans plus additional measurement data. Success hinges on our team’s deep understanding of the technology, precise execution, and ability to adapt to real-time changes, ensuring a seamless and accurate virtual tour.
Not to forget—boats are also constantly moving, slightly but permanently, due to currents, which exist even in the marina.
What unique challenges do you face when mapping boat shows compared to static landmarks or buildings?
Capturing the intricate details of boat shows—such as the sleek design of a yacht or the branding of a vendor booth—requires precision in a fast-paced, unpredictable environment. With only four exhibition days, factors like crowds, changing weather, and last-minute exhibitor adjustments demand constant focus and adaptability. Our team employs advanced techniques to ensure high-fidelity scans, minimizing disruptions from moving objects or people, which the Matterport camera registers as objects.
To meet the yachting industry’s high standards, we meticulously avoid reflections in windows or mirrors and ensure each vessel is showcased flawlessly. Our expertise in navigating these challenges, combined with strategic scan placement and real-time adjustments, delivers a polished, immersive virtual tour that highlights every detail while maintaining a fluid user experience.
How do you see your virtual tours of boat shows enhancing visitor engagement or supporting event organizers in planning and marketing future shows?
Our virtual tours offer an unparalleled way to relive and share the boat show experience, fostering deeper engagement for visitors and organizers alike. By providing a 24/7 accessible, navigable 3D environment, users can explore the event from anywhere, whether from their home or a remote location, sparking curiosity and connection. For attendees, the ability to revisit a specific booth or yacht in vivid detail helps recall interactions and supports follow-up with exhibitors.
For organizers, our tours serve as powerful marketing and planning tools. They allow potential attendees to virtually “walk” through past events, setting clear expectations for future shows. Additionally, the tours provide valuable documentation for stakeholders, team members, or sponsors, showcasing the event’s scale and success. By offering a realistic preview of what’s to come, organizers can attract new exhibitors and visitors, enhancing planning and promotion efforts.
What future advancements in 3D mapping technology are you exploring?
We’re actively exploring cutting-edge advancements to elevate the virtual boat show experience, with augmented reality (AR) at the forefront. Our successful in-house trials at the Thailand International Boat Show demonstrated AR’s potential to seamlessly overlay interactive information—such as vessel specs or exhibitor details—onto the virtual tour. However, scaling AR for thousands of visitors requires careful planning, including 72 hours of preparation and permissions to share sensitive data.
Looking ahead, integrating AR and real-time data streams could transform how users interact with boat shows, offering dynamic, personalised experiences. For example, real-time updates on booth availability or live product demos could enhance engagement. Our focus remains on pushing the boundaries of 3D mapping to create immersive, innovative experiences that redefine how boat shows are explored and enjoyed.