Build What Doesn't Exist Yet With

Immersive event technology

Brand Experiences of Tomorrow, Today.

Event technology is completely reshaping brand engagement. Bringing digital technologies into physical environments allows for a deeper and more personalized experience. From facial recognition to haptic technology, immersive technology builds connections that elevate your brand beyond the ordinary.

At NPARALLEL + Atomic Props, we bring your brand’s story to life through immersive technology that bridges imagination and reality. Whether it involves sensory-rich environments, interactive technology displays, or ai facial recognition, we design our solutions to make every touchpoint matter. With our expertise in premium craftsmanship and innovative technology, we turn your vision into a tangible, unforgettable experience designed for impact.

Custom Event Technology Solutions

While some companies work with off-the-shelf solutions, our team tackles one-off projects that require genuine innovation and custom technology. Need something that combines facial recognition technology, gesture recognition, and custom programming? We’ll make it happen. Want an installation that tracks movement patterns and translates them into waves of LED light in real-time? We’ve done it (ask us about the Pentair ceiling installation).

Our approach starts with understanding your story and the experience you want to create. We often ask clients to storyboard their vision, then our team of programmers, fabricators, and technical specialists get to work making it real—handling both the hardware and software to create truly custom solutions.

Virtual Reality (VR) Experiences

Virtual reality technology immerses your audience in experiences that merge the physical and digital worlds, transporting them to entirely new environments with leading-edge VR technology. We’ve created virtual tours of manufacturing facilities, product demonstrations that would be impossible in person, and interactive storytelling environments that resonate long after the experience ends.

Augmented Reality (AR) Experiences

Augmented reality creates something even more powerful: the ability to surprise and delight without asking your audience to opt in. AR technology transforms real-world spaces with interactive digital overlays, adding an extra dimension of engagement. Unlike VR’s headsets, augmented reality in retail and other public spaces draws people in organically—they see others interacting, their curiosity peaks, and suddenly they’re part of the experience.

Our Squid Game activation in New York and Los Angeles demonstrates this. We replaced bus shelter glass with camera-enabled screens showing the real scene in front of viewers—except we added digital squid raining down, bouncing off real pedestrians, cars, and buildings. The mathematical complexity behind making those interactions feel real was significant, but the payoff was worth it: people stopped, engaged, and shared widely on social media.

Advanced Animatronics & Responsive Technology

Advanced animatronics add a level of interaction and realism making your brand experience memorable. Our Jello-O Pudding Face Mood Meter monitored social media in real-time, translating emotional content into facial expressions on an animatronic figure. When feelings turned negative, it dispensed candy to improve the mood—creating a playful feedback loop between digital conversation and physical response.

Facial Recognition & Emotion Recognition Technology

Facial recognition technology opens powerful possibilities for personalized brand experiences and audience analytics. Our team has worked with facial recognition software since before it became mainstream, developing custom solutions for clients like Coca-Cola with a one-of-a-kind bus shelter vending machine that dispensed cans of Coke in exchange for a smile.

We’ve built systems using emotion recognition software that analyze facial expressions to gauge audience response, creating installations that adapt based on how people are feeling. These technologies also power gesture recognition systems that respond to hand movements and body language, enabling touchless interaction.

We approach facial recognition projects with careful attention to privacy regulations and ethical considerations, working closely with client IT departments to ensure any data collection meets compliance standards and serves genuine business intelligence needs.

Voice Recognition TECHNOLOGY

Voice recognition software enables hands-free interaction that feels natural and conversational. Combined with gesture recognition technology, these create intuitive experiences where visitors control installations through natural movements and speech—whether it’s controlling LED displays with hand gestures or navigating content through voice commands.

Sensory Technologies

Creating fully immersive environments means engaging all the senses, not just sight and sound. We regularly incorporate scent technology into outdoor and indoor installations—whether it’s the aroma of fresh donuts for a Dunkin’ activation or whiskey scents for a Skrewball’s immersive 10-foot bottle installation at transit shelters. These fragrant experiences work in summer and winter, indoors and out.

We’ve also integrated fog effects, misting systems, and environmental controls that let visitors experience weather conditions, temperature changes, and atmospheric effects that reinforce your brand message. For the right application, we can even incorporate haptic feedback that adds tactile dimensions to digital interactions.

Digital Technologies & Display Innovation

From commercial-grade monitors and interactive technology touchscreens to LED walls and holographic projections, we maintain an extensive inventory of digital technologies for trade shows and brand activations. We work exclusively with commercial-grade equipment because it delivers better visual quality, longer operational life, and reliability under the demanding conditions of multi-day events.

INTERACTIVE TRADE SHOW TECHNOLOGIES

For custom trade show booth activations, we offer trade show technologies that create memorable experiences while capturing valuable data. Our approach includes heat mapping sensors that track traffic patterns, helping you understand where people gravitate and how long they engage. We also provide lead capture through our proprietary NPX Capture tool, badge scanning, and custom data collection that can include demographic information when appropriate and compliant.

Data Security & Collection

Today’s experiential marketing technology landscape demands more than memorable moments—it requires measurable impact. We build real-time analytics into our installations, tracking engagement quality, dwell time, peak traffic patterns, and interaction data. This intelligence helps you understand not just how many people visited your activation, but how they actually experienced it.

Regardless of the technology we implement in experiential fabrication designs, we always offer clients the opportunity to collect meaningful data from their installations—and we take data security seriously. We can identify visitor demographics, track interaction patterns, and provide insights that inform future marketing decisions. Our team stays current on privacy regulations and works closely with client IT departments to ensure any data collection meets compliance standards and serves genuine business intelligence needs.

Ready to make impossible happen?

The beauty of working with a custom fabrication company that’s also deeply technical is that we’re thinking about both form and function from day one. When brands come to us with ambitious ideas, we start by asking one question. What do you want your audience to feel? No matter how impossible your idea seems, our team can create the technology to make it real. Creating moments that stop people in their tracks is our core expertise.

Ready to Build Your Next Big Moment? Let’s discuss what’s possible when technology meet serious custom fabrication capabilities, thoughtful design, and end-to-end execution that is sure to make your next brand experience be all the talk.

Frequently Asked Questions

What's the difference between AR and VR for events?

Augmented reality overlays digital elements onto the physical world through screens or devices, allowing passive observation that draws people in naturally. Virtual reality creates fully immersive digital environments through headsets, requiring more deliberate participation. AR typically generates higher engagement at events because people can watch others interact before trying it themselves.

Can you create technology that doesn't exist yet?

Absolutely. Unlike companies that work primarily with existing products, we specialize in custom-programmed, one-off installations. If you can describe the logic and experience you want to create, our team can engineer the technology to make it happen.

How do you handle technical setup at event venues?

We provide comprehensive technical support, including setup documentation, training for your team when needed, and on-site technical staff for complex installations. We use NFC-enabled setup guides that let installation crews scan equipment and watch step-by-step video instructions, reducing errors and support calls.

What if the venue has restrictions on certain technologies?

We’re experienced in navigating venue requirements for everything from fog machines to misting systems to wireless internet. We handle the research and approval process, working directly with venue management to ensure compliance while still achieving your creative vision.

What does it cost to work with you on a project?

We work across budget ranges. Simple interactive installations are smaller investments, while complex custom programming and multi-sensory environments require larger investments. We’re transparent about how different approaches affect cost and can often find creative solutions that deliver impact within your parameters.

How do you measure the success of event technology?

We build data collection into our installations whenever possible, tracking metrics like visitor count, engagement time, interaction quality, demographic information (where appropriate), and traffic pattern heat maps. This intelligence helps you understand not just attendance, but actual experience quality and audience behavior.

What happens to the technology after the event?

For trade show clients, we offer comprehensive logistics management through our proprietary NPX system, handling storage, maintenance, and deployment to multiple shows. For one-off activations, we can discuss options for technology ownership, future use, or decommissioning depending on your needs.

Case Studies

We take pride in the powerful results we’ve delivered for our clients. See how we’ve transformed bold ideas into tangible realities for some of the nation’s largest brands.

3M: Airport Exhibit | Transit Advertising

Our airport advertising solution for 3M included immersive technology with beacons for interactive privacy education.

Skrewball: Branded Environment Bus Shelter Ad

Discover how a bus shelter ad transformed into a branded environment, elevating Skrewball's transit advertising with an immersive 10-foot bottle scented installation.

Final Fantasy: Fan Experience With AR Event Tech

To celebrate the anniversary of the Final Fantasy video game, we designed an interactive fan experience with AR event technology.

from the blog: immersive insights

Explore our blog for insights on creating immersive, unforgettable brand experiences. Dive into trends, tips, and ideas to help your brand stand out—whether you’re new to marketing or an expert.