The Goals

PureLab built a central facility with dedicated labs in Abu Dhabi, including a fully automated one with Abbott’s diagnostic equipment. Abbott and PureLab sought a way to provide an authentic experience of the laboratory without a need for physical access. PureLab saw this as an opportunity to enhance engagement at industry events, while Abbott aimed to use the solution in sales meetings to offer an interactive, immersive experience with the equipment and systems that couldn’t be showcased physically.

Our Approach: Making the Virtual Lab Not Just Intuitive But Also Accurate

We first mapped out the user journey, defining how visitors would enter the lab and what they would see and experience at each stage. This helped establish a logical flow, making the exploration process more natural and engaging. Then, we assessed the clients’ existing medical marketing resources, including product photos, videos, and other materials that could be integrated into the experience.

3D Modelling & VR Optimisation

Instead of recreating the facility from scratch, we converted the existing CAD files into VR-ready models optimised for high quality visuals and top performance on a gaming laptop and Oculus Quest 3 VR goggles. This approach saved time but required significant optimisation to ensure smooth VR marketing presentation without compromising realism. Some lab equipment needed to be recreated from scratch based on reference images, carefully adjusting details to match real proportions and textures. We designed multiple spaces that reflected the real-world lab environment. Each section of the virtual facility served a distinct purpose, allowing users to explore the workflow from sample collection to analysis and monitoring.

As an extra layer of exploration, interactive hotspots let users click on equipment and key areas to unlock additional photos, videos, and information. For guidance, a voiceover narration walked users through each stage.

Virtual Laboratory Premises

The lobby served as the entry point, redesigned for VR navigation while keeping the essence of the real-life laboratory activities. A receptionist avatar welcomed users, setting the stage for what lay ahead. In nearby blood collection rooms (phlebotomy area), a nurse and patient avatar demonstrated sample collection in a comfortable, all-familiar environment. 

For a more hands-on experience and to make the presentation feel less like a tour and more like an interactive game, users then stepped into the role of a lab technician. The virtual lab had an interactive tube insertion panel (for input-output module). Using the pad/controller, they could place a sample tube into the system and watch the automated process unfold. The sample moved through the lab, guided by an animated conveyor system, giving users a clear sense of how samples are handled and tested. A second controller was designed to be used by a physical guide accompanying the experience during the event.

To provide a broader perspective on lab performance, we also introduced a Command Center - a control room showing dashboards of the devices, displaying test statuses, machine performance, and sample tracking. While no such room existed in reality, this final scene helped visualise the complexity and scale of lab automation in a way that would be impossible in a real-life presentation.

Testing, Training, and Content Optimisation

Before testing the experience with Abbott and PureLab, we recorded the VR experience and provided the client with static 3D screenshots of the scenes for ad-hoc feedback. Then, we prepared video walkthroughs showing the environment and finally got the client on board to compare the final VR experience with the actual lab, as we tested the presentation at the client’s headquarters in Dubai. We also prepared a step-by-step guide and checklist on operating the device, and trained an employee to assist during the event. 

Launch and Implementation

At the event, we assembled a secluded, but accessible VR booth to ensure a smooth, safe, and engaging experience for the participants. Live streaming VR feed onto a large screen, allowing other attendees to follow along in real-time. The VR content has the potential to be adapted for multiple formats, including guided video tours, interactive infographics, and a mobile-friendly AR version.