Two people standing in the center of a small room with a glowing blue image of an airplane engine covering all three walls

An immersive theatre built for boundless innovation.

Next/Now, in partnership with NEC, designed and developed an immersive theatre as part of United Airlines’ innovation center, ‘Airshop.’ Serving as both presentation space and development area, the immersive theatre features several content modes as well as a custom CMS, allowing for easy transformation of the space with each user. Bespoke, cinematic content excites the space and gives potential contributors insight into the possibilities contained within Airshop. Built with innovation in mind, the immersive theatre holds the ability to evolve alongside the needs of the experience center as a whole.

Custom CMS

The bespoke content management system features several content modules for both development and demonstration purposes. With the ability to control modules via both tablet and laptop plug-in, users have the flexibility to conduct the room from any vantage point necessary.

A woman holding an iPad in front of a large screen, both showing images of an airplane engine model with red and purple hues
The silhouette of a woman in front of a bright blue image depicting a fantastical neon runway inside an endless tunnel

Iterative, Modular, and Ever-Evolving

The immersive theatre was developed distinctly with innovation and evolution in mind. The modular, highly-compatible CMS software allows for nearly any form of content feature. As the innovation center grows and user needs shift, modes can be added, updated, and reimplemented quickly and remotely as to never hinder the space from being utilized to its fullest.

Woman in silhouette in front of a large green glowing image of an airplane engine CAD drawing
A woman's hand typing the words "How can we" into a tablet that controls the larger image in front of her
Two people standing in silhouette in front of a glowing blue wall with a data-visualization timeline across it

The Result

United Airlines’ Airshop immersive theatre and innovation space allow for unparalleled creative development and demonstrative capabilities. The seamless cinematic reels and images within the Airshop theatre showcase just how boundless one ability to innovate becomes while visiting the space.