Taking LP Building Solutions to a Whole New Dimension

Posted by John Anderson

As leading innovators in the building industry, LP Building Solutions wanted to unveil its new products in a jaw-dropping way at the 2019 International Builders’ Show, the largest annual light construction show in the world. The traditional approaches wouldn’t cut it here, and we were challenged to think big. And boy, did we. We answered the call by creating a 7-D virtual reality experience that brought LP’s product portfolio to life in an unforgettable way.

To the Drawing Board

Inspired by a recent trip to Disney World with his family, GS&F creative lead Josh Cole had a crazy idea. What if we applied the same immersive experience as Disney World rides to take folks on a riveting journey through the extreme weather testing of LP’s products? Thus, the LP VR Experience was born.

Ride of a Lifetime

We developed a totally immersive virtual reality experience to take attendees to another dimension. With Logan the LP Tour Guide as the pilot, attendees buckled up for a virtual ride through an LP elements testing lab to experience five of its products, including LP® SmartSide® Smooth Trim & Siding, LP WeatherLogic™ Air & Water Barrier, LP® FlameBlock® Fire-Rated Sheathing, LP Legacy® Premium Sub-Flooring and LP® TechShield® Radiant Barrier.

The technology featured several effects inconspicuously built into each seat—like motion-activated chairs, blasts of air to simulate heat, and splashes of water—to create a completely immersive tour through its products.

Give ‘Em Something to Talk About

Featuring more than 1,500 exhibitors, the LP VR Experience was the buzz of the trade show floor. The ride helped increase LP’s booth attendance by nearly 96% year-over-year. Additionally, LP’s show publicity boomed, hosting nearly 20 major trade and consumer media outlets at its booth over the three-day span. The LP booth was also chosen to be visited by U.S. Secretary of Housing and Urban Development Ben Carson. Now that’s what we call one unforgettable ride.