Project overview
Riverstone Living set out to rethink how to forward-sell a new later-living residence before completion. For its super-prime development on The Bishops Avenue in London, prospective residents could not yet visit the finished property, so Riverstone created a marketing suite and community space in the heart of Highgate, with an immersive screening room at its centre.
Powered by the imersU Immersive Media Platform, the room let prospective residents and their families step inside the future development and experience spaces that had not yet been built. Rather than viewing the property through brochures, plans or a single screen, visitors saw architectural visualisations across multiple connected walls, creating a stronger sense of scale, atmosphere and presence.
The challenge
Selling property off-plan makes it hard for prospective residents to understand how a future development will look and feel. For Riverstone the decision involved more than buying a property — residents needed to grasp the wider lifestyle, environment and community the development would offer, and to feel emotionally connected to it before construction was complete.
The deployment
The imersU platform turned the screening room into a flexible, multi-wall immersive environment. Architectural visualisations and property content were displayed around the room, helping visitors experience apartments, shared spaces and the wider development at a meaningful scale. The experience was curated with Riverstone's content partners and operated by the sales team from an iPad, so staff could stay alongside visitors while presenting content. The same room doubles as a community and events space, giving Riverstone greater value from one physical footprint.
Outcomes
The immersive screening room supported Riverstone's off-plan sales approach by helping prospective residents engage more confidently with the development. Riverstone's commercial and sales leads (quoted below) credited the experience with expressing the super-prime nature of the project and increasing the speed at which sales close. The deployment worked well enough that imersU now powers a second screening room in Riverstone's Chelsea development.
