THE CLIENT

SPP is a full-service commercial real estate firm, based in Tampa, Florida, focused on world-class execution, innovation, and creating high quality experiential places. SPP is owned and capitalized through Cascade Investment, L.L.C.

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THE PROJECT

SPP partnered with DCBolt and IMERZA to create an immersive, experiential Marketing Center for its $3.5 billion Water Street Tampa development. Whitespace, SPP’s Technology Consultant, worked with SPP to define the high-level vision for the experience and called on DCBolt to bring the concept to fruition.

The Marketing Center showcases an impressive 16’ diameter circular, 3D printed scale model of downtown Tampa, and is the first augmented reality project of this type and scale ever created. The experience embodies a fully interactive, real-time 3D “virtual city”, and is unparalleled in terms of its breadth of application and technological complexity.

The city model serves as the centerpiece of SPP's offices and an engaging sales tool to draw residents and businesses into the heart of Water Street Tampa. An SPP Experience Manager drives the system using a custom iPad controller to trigger various data sets that align to the manager’s narrative and specific presentation. Realtime data-driven visualizations give visitors and prospects an inside look at Water Street Tampa’s infrastructure, economic environment, demographics and social forces, opportunities, current impacts and trends.

To support and correspond to the visualizations projected on the city model in real-time, 2 Video-Walls nearby allow presenters to call on relevant information, showcasing supportive content like images, videos, floor plans, and real-time views from any SPP building.

An unintended bonus of this system was that it became a tool not only for SPP's sales team, but for many of the local community and municipality groups, demonstrating the system's unique versatility across many use cases.

“The partnership of DCBolt, Imerza and SPP, it couldn't have been done with any other team.”

- Dorian Vee

Co-Founder, Imerza