Enabling Exploration of Advanced Technologies
Launched in 2023, Digital Manufacturing Ireland (DMI) supports Irish-based manufacturers — and their global manufacturing partners — on their digital transformation journey.
As an industry-led national organisation, DMI is committed to enabling manufacturers to access, adopt and accelerate new digital technologies that drive future competitiveness. By connecting Irish industry with advanced global manufacturing capabilities, DMI plays a pivotal role in strengthening Ireland’s position within international supply chains.
Constructed by ABB, the DMI facility showcases advanced manufacturing technologies that can be embedded directly into real-world factory environments. As a long-standing partner of POPcomms across multiple initiatives, ABB chose to work with POPcomms again to help bring the DMI showcase to life through interactive experiences.
The objective was to ensure that manufacturers visiting the facility could clearly understand how advanced technologies translate into practical, scalable solutions — both locally and globally.
Supporting early-stage understanding of complex technologies
Many organisations visiting DMI are exploring how to modernise operations while remaining competitive in increasingly globalised markets.
They are evaluating:
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how digital technologies can improve productivity and resilience
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how to align with global manufacturing standards and partners
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how to adopt innovation without disrupting operational stability
The experience built on POPcomms needed to:
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help visitors explore the facility intuitively
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demonstrate how technologies integrate into real-world manufacturing settings
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allow different stakeholder groups to engage with content relevant to their roles
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support structured, self-guided exploration before deeper technical discussions
This was not about presenting technical detail in isolation — but about enabling clarity in context.
Turning the facility into a structured exploration environment
Building on its wider partnership with ABB, POPcomms created an interactive experience that runs across touchscreens and a 9-screen video wall within the DMI facility.
At the centre of the experience is a detailed 3D CAD model of the factory, providing visitors with an accurate digital representation of the environment. Visitors can navigate through different areas, explore embedded technologies and access layered content aligned to their interests.
This allows DMI to demonstrate how advanced manufacturing technologies operate in context — helping manufacturers understand how innovation can be embedded within their own operations and aligned with global standards.
Flexible, future-ready content management
Through the POPcomms Experience Management System, DMI can update content, add new technologies and tailor messaging in minutes.
This enables DMI to:
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evolve the experience as technologies advance
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customise content for specific visiting cohorts
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maintain accuracy and consistency
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ensure alignment with emerging global manufacturing trends
The facility becomes a living, adaptable platform — not a static demonstration space.
DMI now has a structured, interactive way to guide manufacturers through complex technologies — transforming advanced innovation into practical, explorable insight.
Visitors leave with greater clarity. Conversations become more focused. Confidence in digital transformation increases.
Why this matters
For Irish manufacturers operating within global supply chains, competitiveness depends on the ability to adopt and integrate advanced technologies confidently.
By structuring its facility around guided, interactive exploration, DMI enables manufacturers to:
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understand how advanced technologies integrate into real-world operations
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assess relevance within their own production environments
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build confidence in digital transformation investment
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strengthen their competitiveness within global manufacturing ecosystems
Through its partnership with ABB and POPcomms, Digital Manufacturing Ireland demonstrates how complex industrial innovation can be made accessible, contextual and actionable — supporting Ireland’s manufacturers not just nationally, but on the global stage.
