Augmented Reality and Storytelling at Decorex

An experience through a series of interconnected rooms created by six acclaimed interior designers

by Rossana Vinci
4 Love 2451 Visits


Decorex International unveils innovative augmented reality technology behind its boundary- pushing installation Design Encounter.


Developed in collaboration with John Allsopp Studio, Central Saint Martins and Catalyst VR, in response to the challenge of creating a personalised experience for visitors of the show. It brings interiors to life using storytelling and AR.

The installation takes visitors through a series of interconnected rooms, created by six acclaimed interior designers, which they are invited to explore and react to by identifying items that they like.


Zachary Pulman Design Studio – Dining Room | Ph. © Rob Jones



The experience is made possible with the free and purpose-built Decorex Design Encounter app, available to download from the iOS App Store and Google Play Store. By placing phone cameras directly in front of items visitors are able to access extra information on the designers, products and suppliers, while AR ‘likes’ allows them to log preferences.

All the while users are building a personality profile that will be translated into and revealed to them as an AR visual spectacle at the end of the journey. Images of this can then be shared on Instagram and other social channels.


Natalia Miyar Atelier - Master Bedroom | Ph. © Rob Jones



Among the selected design studios is Natalia Miyar Atelier, one of House & Garden’s Top 100 Interior Designers, which specialises in luxury residential projects worldwide. Joining it is Sam Todhunter Design, another of House & Garden’s prestigious Top 100, whose residential projects are recognised the world over for their fusion of luxurious eclecticism and glamorous twists on traditional design.


Samantha Todhunter - The Library | Ph. © Rob Jones



Sella Concept, a specialist in retail, hospitality and office interiors that has worked on spaces for clients including Google and Netflix also takes part, as does the multidisciplinary Run for the Hills – the creative design house whose interiors include musician Ellie Goulding’s home, Kricket White City and the new Tivoli cinema, bar and café in Bath.

Stella Concept - Living Room Ph. © Decorex


Run For The Hills - Children's Bedroom 



Zachary Pulman Design Studio a specialist in leisure hospitality, including the emerging trend of socialising and boasts clients such as Nike, Puma and Swingers, will also design a space. Also, in the line-up is exciting new practice These White Walls, which has recently completed its first project, an elegant design for acclaimed chef Ollie Dabbous’ Mayfair restaurant, Hide.

Zachary Pulman - Dining Room Ph. © Decorex


Zachary Pulman Design Studio – Dining Room | Ph. © Rob Jones 




Decorex International 2019

Dates: Sunday 6 – Wednesday 9 October 2019 Location: Olympia London 






 Cover image: Stella Concept - Living Room| Ph. © Rob Jones