SAP Arena

The SAP Arena in Mannheim, Germany, runs on a suite of SAP technologies that optimise everything from business operations to fan experiences. But explaining how interconnected enterprise software works in a real-world venue is a tough communication problem – slides and brochures don't do it justice.

SAP needed an engaging, hands-on way to showcase their technology solutions in a corporate showroom setting. Visitors had to be able to explore the arena and its surrounding infrastructure, then discover for themselves how SAP technologies power different aspects of the venue – from operations and sustainability to the experiences delivered to fans and customers.

Working with a leading experiential agency, we designed a tablet-based AR experience built for a branded SAP kiosk. Rather than building a traditional app or video walkthrough, we chose augmented reality to give visitors something tangible – a detailed 3D model of the arena that appears right in front of them on the kiosk surface, ready to explore.

The approach centred on self-guided discovery. Instead of a linear presentation, users tap interactive pins placed throughout the model to learn about specific SAP solutions and technologies at their own pace. This consultative, exploratory format suits a corporate showroom perfectly – visitors engage on their own terms without needing a presenter to walk them through it.

The SAP Arena AR Experience gave SAP a compelling way to communicate complex technology in seconds. Instead of explaining how their software ecosystem works through slides or documentation, visitors could see it mapped directly onto the venue it powers – and explore it at their own pace.

The kiosk format proved ideal for a corporate showroom, requiring no staff to operate and no onboarding for visitors. Point the tablet, see the model, tap the pins. It demonstrated that AR can be a powerful tool for enterprise communication, not just consumer entertainment.