United Illusions Virtual Production Studio – the grand opening
Main category
B2B
Sub-category
3. Product or Service Launch
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Event Description and Key Objectives
This wasn’t just an opening – it was the beginning of a new era in immersive event storytelling. The United Illusions launch event aimed to reimagine the typical studio unveiling as a cinematic, guest-driven experience that fused AV innovation with narrative engagement.
Designed for both the film industry and the live events sector, the goal was to connect two creative worlds by inviting producers, directors, and event planners to experience firsthand how our virtual studio could transform their storytelling. We wanted attendees to feel like protagonists in a futuristic journey, showcasing the full capabilities of our new virtual production studio and VEG’s headquarters in a way no conventional showcase could.
Key challenges
How do you impress an audience that has seen it all? That was our core challenge. In an industry fueled by spectacle, we had just one night to deliver something that felt entirely new. We transformed an active construction site into a high-tech venue, managed complex lighting and AV logistics - including obtaining airspace clearance - and coordinated over 140 crew members to ensure every detail worked flawlessly. Precision and creativity were critical to pulling off this never-before-seen experience.
Basic information about the event
Name of the organiser
Visual Europe Group
Location
Fót, Hungary
Event duration
6/1/2025
Client
United Illusions
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Event results
Creativity
The concept centered around making guests part of the show – literally. From a glowing LED tunnel to an AR game zone, visitors were immersed in a narrative journey.
Filmmakers could explore the studio’s cinematic capabilities, while event professionals could see how the same tools bring audience engagement to life. Guests walked through 100+ light structures, starred in two short cinematic scenes (a Mars mission and a luxury Aston Martin car shoot), and received edited footage. This wasn’t about showing tech – it was about making every guest feel like they were in a sci-fi film, in control of the story.
Innovation
We blended permanent studio infrastructure with modular event technology to achieve real-time virtual production, live editing, and guest interaction at scale. The setup included 600 sqm of LED screens, over 1,100 lights, moving trusses, holography, AR, and AI-driven installations. One highlight: live-filmed sequences were edited and projected back within minutes, merging film production timelines with the rhythm of live events - an unprecedented fusion.
Execution
Executed with the precision of a live film shoot, the project involved multiple teams coordinating audiovisuals, tech integration, logistics, and interactive storytelling. A central control room managed lighting, media servers, and real-time content triggering across zones. With 350+ guests and 140 staff on-site, the event was meticulously timed down to the second, every scene, interaction, and transition part of an immersive arc.
Measurable results
The impact extended across industries: event professionals began requesting the interactive tools showcased during the event, leading to nearly 10 additional bookings this year alone. At the same time, the studio was booked for several external productions, with successful live shoots already completed on-site. The event thus succeeded in launching not only a studio, but a cross-industry dialogue.
Communication
We crafted a storytelling-driven campaign, combining teaser clips, custom invites, influencer content, and post-event highlight videos. The narrative - “This isn’t just a launch, it’s scene one” - guided all communications. The event became a key pillar in VEG’s marketing strategy for United Illusions, aligning press, B2B outreach, and digital channels to promote the space as Europe’s most advanced virtual studio environment.
Sustainable practices
We reused 80% of structural elements and lighting gear from existing VEG inventory, while creative set elements like potted plants and reusable décor minimized waste. Catering was local and seasonal, and LED-based solutions replaced energy-heavy light systems. Event shuttles and EV charging were provided to reduce the carbon footprint of guest travel.
