In the summer of 2016, Subway Restaurants was engaged in an ambitious brand overhaul. It would include their logo, packaging, ordering methods and even their in-store music. Perhaps most noticeably to their customers, it would also include redesigning their stores. Our frequent collaborator FRCH Design was competing for the project and needed top-quality visuals to impress the Subway team.
Hypothetical worked with FRCH to create an interactive virtual reality experience the Subway corporate team and their franchisees could use to explore FRCH’s proposed design. We also produced a variety of high resolution still images for design presentations covering the wide variety of retail configurations Subway operates. After considering the presentation methods available, the technology required for each deployment method and the visual and user experience qualities inherent to each solution, we settled on a pre-rendered series of stereoscopic panoramas that could easily be viewed on any phone with internet access.
FRCH went on to win the redesign project and Hypothetical worked with their designers to keep the VR experience and still images up to date as their design acquired more and more detail. The media would eventually be viewed in design pitches and refinement meetings and franchisee conventions where interested entrepreneurs could tour the new design using Google Cardboard headsets and in full stereoscopic 3d.