Architecture is evolving beyond static structures into dynamic, immersive environments that respond to human presence and movement. This transformation is exemplified by the newly completed lobby of SOPREMA's Mammut Tower in Oberroßbach, Germany, where traditional building materials merge with cutting-edge digital technology to create a fully interactive spatial experience.

The project, designed and executed by ASB GlassFloor, represents a significant leap forward in how we conceive architectural spaces. Drawing inspiration from Claude Monet's Water Lilies rooms at the Musée de l'Orangerie in Paris, where visitors are enveloped by continuous 360-degree landscapes, the Mammut Tower lobby creates a similar sense of immersion through digital means. Just as Monet dissolved the boundaries between painting and environment, this contemporary space blurs the lines between physical structure and digital content.

The lobby's design centers on three main technological components that work together to create a seamless digital continuum. The ASB DigitalWallpaper serves as the visual centerpiece, measuring an impressive 10.5 meters high and 3 meters wide. This massive display provides crisp, high-resolution imagery through a pixel pitch of just 3.9 millimeters, integrating so seamlessly with the building's architecture that it appears more like a living façade than a traditional screen.

Complementing the animated vertical surface, the interactive ASB LumiFlex floor extends over more than 30 square meters of walkable display space. Using the same pixel density as the wall installation, this revolutionary flooring system transforms the ground plane into a responsive surface that reacts to people's movement and presence. The result is a fully functional floor where visitors can walk directly on digital content, completely dissolving traditional boundaries between structure and media.

Above these interactive surfaces, a strategically placed mirrored ceiling amplifies the visual impact of both the wall and floor displays. This reflective element creates an illusion of infinite height and depth, making the space feel much larger than its physical dimensions. The interplay of light, reflection, and motion immerses visitors in a constantly transforming digital landscape that responds to their every movement.

The space comes alive through a custom tracking system developed by ASB that uses advanced motion detection technology. This system allows different interactive "scenes" to unfold as people move through the lobby, creating a truly responsive environment. The Mammoth Scene pays homage to SOPREMA's iconic logo by animating a digital mammoth that appears as visitors approach, leaving luminous footprints across the floor accompanied by ambient natural sounds that enhance the prehistoric atmosphere.

Another interactive experience, the PVC Membranes Scene, directly references the company's core business of roofing materials. Virtual membranes unroll dynamically toward the wall in direct response to visitor movement, creating an educational yet entertaining demonstration of the company's products. The most playful of the three experiences is the Disco Scene, which transforms the corporate lobby into a vibrant dance floor complete with colorful lights and upbeat music, demonstrating how serious business environments can incorporate elements of joy and celebration.

Sound plays a crucial role in completing the immersive installation through a sophisticated network of speakers synchronized with the visual content. Every movement triggers corresponding light transitions and sound effects, contributing to a unified multisensory experience that connects architecture, digital media, and human emotion. This careful orchestration of audio and visual elements ensures that visitors don't just see the space – they feel completely surrounded by it.

This fusion of traditional design principles with interactive technology points toward a revolutionary future for architecture. Buildings are no longer mere containers that house experiences; they are becoming experiences themselves. Rather than simply framing events, modern interactive architecture actively mediates and shapes human interactions with space. The static stage is being replaced by a sensitive, responsive organism where cutting-edge technology and human perception merge to create dynamic atmospheres that adapt to each visitor's presence and movements.