Digital Manufacturing Ireland & ABB. Creating Clarity and Confidence in Digital Manufacturing

ABB is a technology leader in electrification and automation. The company’s 105,000 employees and solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated.

ABB constructed the Digital Manufacturing Ireland facility, an industry-led national organisation that enables Irish-based manufacturers to access, adopt and accelerate new digital technologies solving real-world challenges and driving future competitiveness.

POPcomms was commissioned to create an interactive experience within the facility designed to support customer evaluation—helping prospective and existing customers explore the DMI environment, understand the technologies on display, and engage more clearly with what’s relevant to their business.

The interactive experience runs across touchscreens and video walls throughout the facility, using a 3D CAD model of the factory to give customers an accurate, spatial representation of the environment they are exploring.

For early-stage buyers, the experience provides clarity and confidence by helping them understand advanced manufacturing technologies in context — what they are, how they fit together, and where they may be relevant to their own operations.

Customers can explore different areas of the factory based on their interests, engaging with content designed to build understanding, trust, and alignment ahead of more detailed technical or commercial discussions.

Through the POP Experience Management System, the DMI team can quickly update content and locations within the 3D model, ensuring information remains current and aligned with early-stage buyer questions.

Content can also be configured for specific customer visits, helping guide conversations and focus attention on what matters most at the outset of the buying journey.