Adobe Summit, USA
and Farnborough Airshow, UK

Description

At the Adobe Summit in Las Vegas, we partnered with Tata Consultancy Services (TCS) to create a groundbreaking showcase on the Apple Vision Pro, marking one of the first major enterprise activations on the device—just one month after its US launch.

TCS wanted to highlight its deep partnership with Adobe and the commerce potential this unlocks for large, diversified enterprises. The goal was not just to showcase TCS’ expertise in Adobe implementations but to do so in a way that was immersive, customer-centric, and engaging, rather than focusing on technical details. The result was a high-impact, narrative-driven Apple Vision Pro experience, tailored to captivate visitors while seamlessly integrating commerce solutions into the storytelling.

Due to it's success and relevance, the project was also showcased at the prestigious Farnborough International Airshow.

Challenge

• Building for a New Platform Without Direct Testing: The Apple Vision Pro had just launched in the US in February 2024, meaning we did not have physical access to the device for testing. Designing, prototyping, and deploying an experience for a device we couldn’t test on presented a unique challenge.
• Crafting a Narrative That Balances Industry Relevance and Broad Applicability: The experience needed to be instantly relatable, demonstrating a concrete industry use case (airlines) while hinting at the broader, scalable potential of TCS’ commerce solutions.
• Seamlessly Showcasing Adobe Integrations Without Disrupting the User Flow: Instead of an overtly technical demo, the solution had to make Adobe’s capabilities feel intuitive, integrated, and value-driven, ensuring visitors grasped their significance without explicit explanations.
• Ensuring a Flawless User Experience: With motion-tracking, voice integration, and seamless transitions between augmented and virtual reality, the experience had to match or exceed the high expectations set by Apple’s new hardware.

Solution

We developed a highly immersive, interactive experience on the Apple Vision Pro, using an airline industry use case to showcase how premium, value-added travel experiences and seamless integration of partners can drive commerce growth through Adobe-powered solutions.

1. Overcoming the Apple Vision Pro Development Challenge: Despite not having direct access to the device, we successfully designed, prototyped, and optimized the experience using Apple’s developer tools, simulators, and extensive knowledge of their AR ecosystem. Our prior experience with Apple’s ARKit and spatial computing frameworks enabled us to anticipate interaction models, performance considerations, and user expectations for the Vision Pro. This meticulous approach ensured that once deployed on the physical device, the experience ran seamlessly, intuitively, and as intended—without last-minute fixes or compromises.
2. A Compelling, Narrative-Driven Journey: Visitors embarked on a fully immersive journey, starting in a business-class lounge, transitioning to a premium in-flight experience, and culminating in an interactive in-flight shopping experience. The experience redefined commerce within the premium travel sector, demonstrating how airlines can increase the average value per customer in first and business class.
3. Seamless Commerce and Ecosystem Integration: The experience went beyond airline commerce, showing how Adobe-powered solutions enable a connected ecosystem of loyalty partners, allowing visitors to explore extended commerce opportunities without leaving the core experience.
4. Flawless User Experience on Apple Vision Pro: Fully leveraged spatial computing, gesture-based navigation, and eye-tracking interactions to create a natural and frictionless interface. Seamless movement between AR and VR created an effortlessly intuitive user experience, where visitors transitioned smoothly between physical and digital realities.
5. Stunning Visuals and Unparalleled Immersion: Photorealistic graphics and ultra-high-resolution rendering delivered unmatched fidelity, setting a new benchmark for AR/VR commerce experiences. Voice commands and motion-tracking enhanced user interaction, creating an experience that felt fluid, natural, and far superior to traditional VR and AR demos.

Impact

The Apple Vision Pro showcase at the Adobe Summit Las Vegas was a resounding success! It exceeded engagement and lead generation expectations.

1. Over 600 live demos in just 2.5 days, maintaining a steady flow of highly engaged visitors.
2. Generated 174 qualified leads, with serious interest in initiating or expanding projects with TCS.
3. Successfully overcame the Apple Vision Pro development challenge: Our approach to simulator-based testing and deep Apple ecosystem expertise allowed us to deliver a flawless, real-time experience, despite the constraints of working without direct device access.
4. Unparalleled engagement: The intuitive, interactive, and visually stunning experience kept visitors fully immersed from start to finish, reinforcing TCS’ leadership in commerce transformation with Adobe solutions.

By merging Adobe’s commerce potential with TCS’ strategic capabilities—and delivering it through an industry-first Apple Vision Pro activation—we successfully transformed commerce storytelling into an immersive, high-impact experience, setting a new benchmark for enterprise showcases in mixed reality.