The RTT Excite 2013, the annual industry meeting for professional 3D visualisation closed with a significant amount of visitor numbers. The RTT Excite 2013, which took place on 25 and 26 April in Munich, attracted a record-breaking 1,100 visitors from over 20 countries. They were presented with the latest high-end 3D visualisation solutions and talks, including ones by leading members of companies such as Audi, BMW, Gucci, Adidas, Miele, as well as the keynote presentation by Co-Founder and CEO of NVIDIA, Jen-Hsun Huang. And all guests agreed: the application of virtualisation speeds up the business process in all phases: from increasing efficiency in design and development to enabling spectacular innovations in marketing and sales.
Jen-Hsun Huang described the far-reaching implications of high-end 3D visualisation, particularly in terms of the car industry: ‘Carmakers are seeking not only to shorten innovation cycles and optimize processes. They are looking to exceed customer expectations set by consumer electronics. This task requires flexible, total integration of different technologies. 3D visualization enables design, engineering and functionality to provide intelligent, full-faceted solutions from concept through to consumer.’
Illustrating this point, 60 demo stations were arranged into six theme lounges, representing the entire Product Lifecycle Management pipeline. Designers and engineers were particularly interested in the immersive 3D test drive simulation, which allows decision-makers to evaluate driving experience with multi-user interaction. Marketers and sales people enjoyed an interactive walkthrough (aptly called TUNNL), which allowed them to see themselves morph into virtual robots, while the technology tracked and mimicked their walking, jumping, and dancing movements. Applied in product marketing, could this playful, interactive experience be the future of retail?
This year’s RTT Excite also reached out to industries other than automotive. Klaus Bierbrauer, Worldwide Ready-to-Wear Operations Director at Gucci, and Angelo Petrucci, Chief Master Tailor at Brioni, explained how the marriage of fashion and virtualisation enhances product customisation. Beyond high-end fashion, experts from Adidas and Skechers took to the stage to share how going virtual is revolutionizing the footwear design process.
Allan Vaught, Product Marketing Manager – Prototype and CAD/CGI Creation at Toyota Motor Sales USA Inc., attended RTT Excite for the first time and states: ‘high-end visualization is being embraced by fashion, consumer goods and other lifestyle industries. I was able to learn about even more solutions, which support the product development process and cutting–edge marketing and sales applications. To show a complete vehicle to customers and receive instant feedback – this changes the paradigm for us in a highly competitive market.’
Following the success of RTT Excite 2013 in Munich, the company is already gearing up for the US edition of the event, the 6th annual RTT Excite Detroit 2013 on June 20-21.
