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Area 360:
Augmented & Virtual Reality Center

The leading center for augmented and virtual reality – where dedicated technologies are tested and innovative solutions are designed in support of business.

Scalable virtual reality solutions

From the creation of 3D virtual reality applications to the production of multimedia content, a wide range of solutions and services designed to meet specific customer needs.

Merging real and virtual worlds

Immersion in virtual reality and perception of real-life stimuli in the physical world – a mix that enables new forms of interaction and enhances user involvement.

Augmented & virtual reality center


Immersive experiences for decision-making processes, product design review, staff training, facilities maintenance and safety monitoring.

The new Reply center features various laboratories dedicated to the development and testing of immersive virtual reality and augmented reality solutions.

A full range of hardware infrastructure provides a comprehensive overview of the various options available for visualisation and for the implementation of immersive realities.

To complete the range of services on offer, the center is also showcasing a number of small-scale interactive mobile solutions, to demonstrate the potential and the scalability of virtual reality solutions.


  • Streamlining product design phases and expanding the range of product configurations.
  • Demonstrating, configuring and explaining the operation of complex machinery in virtual reality contexts that would not ordinarily be accessible.
  • Training staff in hazardous business processes in conditions of complete safety.




    Immersive technologies for a broad audience.

    Captivating applications and presentations.


    Immersive technology and collaboration.

    3D holographic screens for collaborating on shared projects.


    Visual immersive realities.

    Transportable viewers for a rich and contextualised experience that can be taken anywhere.

  • CAVE

    A full-scale immersive experience.

    A four-wall CAVE enabling unique and spectacular first-hand experiences.

Reply is exploiting the full range of VR and AR technologies to develop immersive reality projects in support of core business processes.




Immersive technologies enable the full-scale visualisation of a product during the design phase, even before a mock-up has been created. This means that product design stages can be optimised by anticipating problems (related to ergonomics, interferences, escape routes and so forth), by highlighting what such problems might involve, and by reducing their impact on product development costs. Immersive technologies also make it possible to evaluate alternative scenarios and expand the range of product configurations that can be considered – to an exponential degree.


Products that a company wishes to present are not always available or easily transportable. While photography and video technology have helped to overcome these problems to some degree, virtual reality represents a huge step forward. For example, immersive technologies can allow users to visualise a large industrial machine within the confines of a small stand by wearing a VR viewer, or even do this from the comfort of their office with the aid of a mobile display device. Similarly, the technology can enable users to assess the internal parts of a product that would otherwise be nearly impossible to view, such as the internal mechanism of a watch, or even to select car interiors and accessories by trying out all possible configurations of fabrics and equipment. This represents a substantial increase in the options available for visualising products and a real help for customers during the purchasing process.


Industrial machinery and automated production systems are becoming ever more sophisticated and complex. These kinds of technology require a high level of “preparedness”, particularly for those who will be working on the equipment concerned. Often, the specialised training concerned can only be conducted on a real-life system, involving a range of situations that are not simultaneously reproducible and that can incur high costs. Consider, for example maintenance operations that can only be conducted when the system or machinery is not operating. By using virtual reality, however, a person can be immersed in a simulated virtual environment and therefore be given the optimum preparation thanks to the specific creation of any operational scenario. Furthermore, transportable virtual systems enable such training sessions to be carried out anywhere. Similarly, communication technologies allow for virtual collaboration scenarios (involving multiple users working together to complete a project in the virtual world) and remote virtual training scenarios.


Immersive technologies can be extremely useful for designing and implementing specific CAVEs for the healthcare field, intended for research into cognitive rehabilitation processes. For example, patients suffering from cognitive problems can be subjected to immersive experiences, allowing doctors and specialists to study their reactions and collect behavioural data, in complete safety. Any choices and movements made in the virtual world can be tracked and analysed in detail. CAVEs of this type provide an excellent basis for future certification in the therapeutic sphere.


Reply Augmented & Virtual Reality Center

Via Robert Koch 1/4,
10147 Milano, Italy

Tel: +39 011 29100
Fax: +39 011 2911009