A virtual reality trade show experience designed to introduce Marvin’s Ultrex products to a new generation of builders through play, problem-solving, and discovery.
CLIENT
Marvin Windows & Doors
Experiential Event Design & Production | Virtual Reality Game Design
Integrity by Marvin
The Ultrex Experience
We created a fully immersive VR escape room experience that transformed Ultrex product education into a timed, interactive challenge. To progress through the room, participants had to learn and apply the real performance characteristics of Marvin’s windows, making product knowledge essential to success.
Our Solution
New generations in the trades are digital natives. They learn through interaction, problem-solving, and play. To earn their attention, Marvin needed to communicate product benefits in a way that felt intuitive, experiential, and culturally relevant.
Insight
Marvin wanted to build on the momentum of its recent showroom success and bring that thinking to trade shows and industry events. The goal was to engage a younger generation of builders who were less familiar with legacy brands and increasingly disengaged by traditional demos, literature, and static displays.
Challenge
The construction industry faces a growing gap between legacy brands and the next generation of builders. While Ultrex delivers real advantages in durability, strength, and performance, those benefits are often difficult to communicate across crowded trade shows and industry events where attention is limited and traditional product demos blend together.
INPHANTRY looked outside the category for inspiration, turning to gaming culture and the rising popularity of escape rooms as a format that felt contemporary, social, and immediately engaging. The idea was to create an experience that would stop attendees in their tracks and invite them to learn by doing.
Background
Next Project:
The experience was designed as a fully custom VR escape room built around Ultrex’s core attributes. Each puzzle was directly tied to a specific product benefit and could only be solved by interacting with the window systems themselves.
One challenge placed users between extreme conditions, fire on one side and ice on the other. To retrieve an object trapped in ice, participants had to remove a virtual Ultrex window panel, allowing heat to pass through and melt the ice. Upon completion, a concise product insight appeared, reinforcing Ultrex’s resistance to temperature extremes and long-term durability.
All environments, mechanics, and interactions were purpose-built to balance entertainment with clarity, ensuring the experience was both engaging and educational.
Development
The Ultrex Experience quickly became a destination on the trade show floor and events. Attendees lined up to participate, spending meaningful time inside the experience and engaging deeply with the product.
By replacing passive demos with active discovery, Marvin connected with younger builders in a way that felt modern and authentic. The experience reframed Ultrex as a performance-driven solution understood through interaction, leaving a lasting impression long after the headset came off.
Reception
Contact
BOSTON
144 Lincoln St
Boston, MA 02111
SAN FRANCISCO BAY AREA
San Jose, CA 95136