Reply Introduces Reply Immersive Experience: a Space Where Artificial Intelligence and Immersive Technologies Bring Multisensory Brand Experiences to Life
By: Business Wire
Reply [EXM, STAR: REY] has introduced Reply Immersive Experience. This is a smart room that uses artificial intelligence and immersive technologies to engage several senses at once. It creates spaces where people can explore products, interact with digital scenes and become part of stories that unfold around them. Images, sounds, lighting and the room's settings change in real time to match the experience and respond to what people do.
This press release includes multimedia. View the full release here: https://www.businesswire.com/news/home/20261021483868/en/
Reply Immersive Experience helps brands bring the stories behind their identity and products to life through experiences that engage the senses and let audiences take an active role in the story. The same technology can be used to show products and let customers customize them in shops and design settings. It can also be used for storytelling experiences, events and performances. Each project can change its content, setting and ways for people to take part to meet its goals. An AI system coordinates 360° wall projections, spatial audio and lighting, bringing them together as the experience unfolds. People can use their voices to explore content and help change how scenes develop, depending on the interaction options designed for each format.
Infinity Reply, a Reply Group company that specializes in real-time 3D and immersive technologies, created Reply Immersive Experience. It comes to life at Reply House, the Group's new headquarters in Turin. Its first format is AQUA by Christian Mandura.
AQUA launches on 21 October 2026 as part of Buonissima, an event in Turin that brings together food, art and beauty. It is a six-part experience that combines fine dining, artificial intelligence and storytelling around one table. The story unfolds alongside the menu. As each course is served, images, sound and light change the room to create a setting for that part of the meal.
For this first format, artificial intelligence also helped create the menu. It was developed through a partnership between chef Christian Mandura and GenAI Cooking, a tool created by Machine Learning Reply, a Reply Group company that specializes in artificial intelligence. The system uses several AI agents, each with a specific job. These agents carry out research, select ingredients and develop recipes. Their work is gradually improved by exploring different combinations and cooking methods. This process produces a menu concept that fits together as a whole, which the chef then interprets in the final dining experience.
To learn more about Reply Immersive Experience and its first format, AQUA, visit: Reply Immersive Experience
Reply
Reply [EXM, STAR: REY, ISIN: IT0005282865] designs and builds solutions that use new communication channels and digital media. It is a network of specialized companies that develops business models using new technologies and approaches, including AI, Big Data, Cloud Computing, Digital Media and the Internet of Things. Reply provides advice, system integration and digital services to major companies in telecommunications and media, industry and services, banking and insurance, and public administration. www.reply.com
View the original release on Business Wire: https://www.businesswire.com/news/home/20261021483868/en/
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Reply has introduced Reply Immersive Experience, a smart room that combines artificial intelligence and immersive technologies to engage several senses. It lets audiences explore products, interact with digital scenes and become part of stories that unfold around them. Its first format, AQUA by Christian Mandura, launches on 21 October 2026 as part of Buonissima in Turin. The six-part performance combines fine dining, artificial intelligence and storytelling.