When Häfele SE & Co. KG, a maker of architectural hardware and furniture fittings, began planning for its Häfele Discoveries 2021 event, it was confronted with the ongoing pandemic. So like many companies, it pivoted to virtual. But with a galaxy of 150 different products, how could it create an easily navigated experience? Working with Bruce B. Corporate Communication GmbH, it landed on the concept of constructing a virtual solar system. "Building a universe meant leaving familiar terrain," said a spokesperson for Bruce B. "You no longer have to think in terms of physical spaces, but rather how this could be a brand experience." When the online event blasted off, users encountered an elegant map of a solar system: 16 themed worlds guests could travel between – but without the need for warp drives or space suits. Just as a real universe might house a babel of languages from Klingon to Kryptonese, Häfele anticipated that its customers, hailing from 50 nations, would prefer using their own tongue. Consequently, it offered versions in 17 different languages. With just a click, guests from China or Dubai could zoom to various spheres such as Hotel, Kitchen, Light, or Sliding Systems. Once there, they glided through a variety of photorealistic showrooms, often designed with warm wood accents and greenery, where they could look around a full 360 degrees. Users could also take automated guided tours and engage in video or text chats with Häfele staff. Additional functions included polls, note-taking, and networking groups. When they needed a break, guests could travel to the planet Service and check out broadcasts from the live event stage.

In conferring the gold on Häfele, an Exhibit Design Awards judge said, "They didn't just recreate a digitized trade show booth – they created a metaverse." In other words, Häfele took customers from around the world and boldly sent them to one where they had not gone before. E