Interactive Wall Painting Simulation – Jotun 'Soulful Spaces'
At Jotun's Soulful Spaces event, 24 of the newest paints were unveiled across three curated themes — Art of Stillness, Joyful Living and Passage of Time. Working alongside Whisper International, we brought those walls to life through interactive wall painting simulation technology. Visitors could explore the new colour range digitally, seeing how each paint behaves across an interior before committing to it — which turned a product launch into a decision-making tool rather than a display of swatches.
Interactive Wall Painting SimulationAt Jotun’s Soulful Spaces event, where 24 of the newest paints were unveiled across the themes Art of Stillness, Joyful Living, and Passage of Time, we partnered with Whisper International to bring walls to life through interactive wall painting simulation technology.
Project Overview
- Client
- Jotun (with Whisper International)
- Location
- Dubai, UAE
- Year
- Ongoing delivery
- Event Type
- Product Launch & Brand Experience
- Industry
- Paints, Coatings & Interior Design
- Application
- An interactive wall painting simulation that brought 24 newly unveiled paints to life at Jotun's Soulful Spaces event across three themes — Art of Stillness, Joyful Living and Passage of Time.
- Solution
- Interactive wall painting simulation technology that lets visitors apply and explore 24 real paint colours digitally, with the experience structured around the event's three curated themes.
- Technology
- Interactive Wall Painting Simulation, Interactive Display Technology, Custom Application Development, Colour-Accurate Content Production, Custom Fabrication
The Challenge & Objective
Paint is a difficult product to launch because the only honest way to judge it is to see it on a wall, in a room, at a particular light level. Twenty-four new colours across three distinct themes is a lot of choice, and the risk of a launch is that a visitor remembers the range without remembering any individual colour.
- Make colour judgement possible. Guests needed to see how a paint behaves across an interior, not just as a chip or a swatch, before deciding whether they liked it.
- Organise 24 launches into three ideas. The three themes gave the range a structure, so the collection read as a considered story instead of 24 unrelated products.
- Keep colour accuracy non-negotiable. For a paint brand, a display that shifts hue is a reputational problem, so accuracy had to be designed in from the start.
- Make exploration fast and self-serve. With that many options, the interaction had to let guests move through the range quickly without a host guiding every step.
- Deliver a premium brand experience. The build had to feel like a design event rather than a product configurator, in keeping with the positioning of the collection.
Our Solution
We used interactive wall painting simulation to let the paints do the talking, and structured the experience around the three themes the client had already defined.
Bringing the walls to life through simulation
Interactive wall painting simulation lets a visitor apply a real paint colour to a rendered interior and see it respond — across walls, floors and the light conditions of the room. That is the honest version of choosing a paint, and it is the reason a digital wall beats a swatch wall: it answers the question guests are actually asking, which is what will this look like in my space.
Three themes structuring 24 launches
The collection was organised as Art of Stillness, Joyful Living and Passage of Time, and the experience followed that structure rather than presenting a flat list of 24 colours. Giving visitors a narrative to move through means they remember the idea as well as the individual paint, which is what turns a product range into a launch with a message.
Collaboration with Whisper International
We partnered with Whisper International to deliver the build, combining our interactive technology and content capability with their understanding of the brand. For a project of this kind, the brand and the technology have to be developed together — a beautiful interface with the wrong colour treatment would undermine the entire point.
Colour-accurate content production
All interiors and colour references were produced to match the real product range as closely as the medium allows, and calibration was carried out on site against the client's own colour references. For a paints launch this is the single most important technical detail in the project, and it is not something to leave to default settings.
Technology & Implementation
A custom interactive application with colour-managed content, delivered as part of a brand launch experience.
Custom application and interaction design
The application was developed specifically for this range, with theme-based navigation that lets a guest move quickly between Art of Stillness, Joyful Living and Passage of Time and try each colour without friction. Designing for 24 options means the interface has to be fast and obvious, otherwise the range is never actually explored.
Colour management and calibration
Colour management was handled end to end, from how the content was authored through to on-site calibration against the client's references. Displays shift, and an uncalibrated wall would misrepresent the product — so the installation was tuned in the venue, in the lighting conditions the guests would actually experience.
Interactive display and fabrication
The display and enclosure were developed as a single build so the interaction sits correctly and the installation reads as a designed brand environment. The same fabrication approach we use across our [interactive experiences](/event-technology/interactive-experiences/) work in the UAE keeps the finish consistent with the brand's positioning.
Installation and live operation in Dubai
The experience was installed and calibrated on site in Dubai and operated through the live event with our team on the floor. Operating presence matters for a product launch, because the content is a live asset that needs to be accurate in front of guests and media.
Results & Impact
The launch gave guests a way to make a real decision about colour, which is the hardest thing to do at a paint event.
- Visitors could judge all 24 new paints in a realistic interior context rather than as isolated swatches.
- The three-theme structure made the collection memorable as an idea, not just as a list of products.
- Colour-accurate calibration meant the digital experience represented the actual product, which protects brand credibility.
- The build positioned the launch as a design event rather than a product display, matching the collection's premium positioning.
Services Used on This Project
Event Technology by Location
Related Projects
Frequently Asked Questions
Common questions about this Jotun (with Whisper International) project and how Ultratec4D delivers similar event technology.
What is interactive wall painting simulation?
It is a technology that lets visitors apply real paint colours digitally across a rendered interior, so they can see how a colour behaves on walls, floors and in the light of a room. In the Jotun Soulful Spaces project it was used to present 24 newly unveiled paints across three themes, turning a product launch into a genuine decision-making experience rather than a swatch display.
How do you keep colours accurate on a digital display?
Colour is managed end to end: how the content is authored, how the display is set up, and then calibration on site against the client's own colour references. An uncalibrated display shifts hue, and for a paints launch that would misrepresent the product — so the installation is tuned in the venue under the actual lighting guests experience.
How do you present a large paint range without overwhelming visitors?
With narrative structure. In this project the 24 paints were organised as Art of Stillness, Joyful Living and Passage of Time, so guests moved through an idea rather than a list. The interaction was also designed to be fast and self-serve, because a range that is slow to explore is a range that never actually gets explored.
Do you build interactive experiences for paint, coatings and design brands?
Yes. Colour-managed interactive installations, product visualisers and brand launch experiences are part of our interactive work, delivered across Dubai, Abu Dhabi, Sharjah, Riyadh and Jeddah. We can also partner with an agency or production partner, as we did with Whisper International on this project.
Launching a product that customers need to see properly?
Send us the product and the story behind it. We will propose an interactive format, a content approach and the calibration plan for your venue in the UAE or Saudi Arabia.
Serving Dubai, Abu Dhabi, Sharjah, Riyadh, Jeddah and the wider GCC
