The next big thing: How digital twins are transforming the event industry

3D virtual event planning is not a new phenomenon, but the technology has been advancing rapidly and now holds the potential to become a true game-changer for the event industry. Thanks to digital replicas of real-world spaces and locations, it is now possible to visualize and plan events virtually, down to the smallest detail, well in advance. Event planners, venue operators, organizers, and other stakeholders can use digital twins in the event industry to take interactive tours, explore spaces in real-time, and even design them remotely. Prismm, a digital event platform, has launched a new space planning tool that consolidates everything needed to make this vision a reality.

What is a digital twin in the event industry?

A digital twin is the virtual representation of a physical space. In the past, planning required multiple stakeholders to visit venues in person, often involving significant travel. Now, a few clicks are enough. Venues, stages, and seating plans can be simulated in an interactive 3D environment, with décor, lighting, and layouts adjustable and testable remotely from the office. Prismm’s new software allows all parties involved to collaborate on a project without ever meeting in person.

The excitement around digital twin technology isn’t confined to the event industry. According to a McKinsey analysis, the global market for digital twins is projected to grow by around 60% annually over the next five years.

How does a digital twin work?

Using tools and software solutions for visualizing digital twins, real-world locations are transformed into virtual replicas. A detailed 3D model of the venue—be it a hotel, convention center, or other space—is created and reproduced with precision. This significantly streamlines workflows in digital event planning.

Digital twin vs. simulation?

Digital twins provide an exact virtual representation of locations, capturing every detail. Prismm achieves this level of precision using Matterport™ technology, which enhances digital twins with dynamic features for an immersive experience. In contrast, simulations rely on assumptions and predictions, making them much less accurate.

What are the benefits of digital twin technology in the event industry?

Today’s event planners and organizers face the challenge of doing more with less —less budget, less manpower, and less time. Digital event platforms and digital twin technology can help meet these challenges by simplifying planning processes and saving both time and money. With the right visualization tools, events and various planning scenarios can be tested, modified, and optimized long before the big day. What this means for event organizers:

• Greater efficiency: Digital twins reduce uncertainty and errors. Visualization tools allow organizers and planners to design spaces right down to the power outlets and light switches, identifying potential issues early.
• Real-time collaboration: Stakeholders from around the globe can collaborate on the same project, access shared databases, and explore spaces interactively in real-time. This drastically reduces coordination efforts and associated costs.
• Immersive previews: Seating arrangements, décor, lighting, and sound can all be previewed and refined in detail before the event.
• Sustainability: Digital twins contribute to greener events by minimizing the need for travel and transportation. This is a crucial benefit, as the event industry’s carbon footprint remains a significant challenge.

Why should venues use a digital event platform?

Digital twins don’t just benefit planners and organizers, they also offer significant advantages for venues. By adapting space planning software, venues can attract new clients more easily. This technology enables venues to differentiate themselves from competitors, offering potential clients an immersive experience of their spaces without requiring an in-person visit. It’s a win-win!

Best practices for using digital twin visualization tools

Digital space planning software enables users to experience venues immersively, eliminating the need for preliminary on-site visits while still delivering a close-up experience. Another major advantage is personalization. Each user can save custom layouts within the software, share them with their team, and collaboratively refine the plans.

How digital twin technology is shaping the future of events

The future is digital—and that includes event planning. As the capabilities of digital twins expand, software becomes more advanced and user-friendly, offering undeniable benefits: greater efficiency, more options, enhanced sustainability—and reduced costs, time, and coordination efforts.

Digital twin technology is poised to become an indispensable tool in the event industry, making the big day in real life even more spectacular.