Immersive websites for brandsYour brand.
A world
to explore.
An immersive website lets people explore a brand instead of just reading a page. Storytelling, interaction and 3D environments in a multiplatform experience: mobile, desktop and VR headsets, right in the browser.
- Mobile
- Desktop
- VR headsets
Images from the SBT Verso project · Select a scene
One link. Three platforms.
The most versatile format
of digital experience.
No other format covers this much ground with a single delivery. The same immersive website opens on the phone of someone who saw the story, on the desktop of someone who searched on Google and in the VR headset at the event booth — with nothing to install.
On mobile
Most people arrive on a phone, from a story, a QR code or a link on WhatsApp. Navigation, controls and the weight of each environment are tuned to load fast on mobile networks.
On desktop
The big screen is where the narrative and the 3D environments show in full. It is also where the experience gets found in search, with text and structure that crawlers can read.
In VR headsets
The same link opens in the VR headset browser, with no app to install and no store to publish to. The experience gains real scale at events, booths and demos.
See the comparisonImmersive website × corporate website × VR app
What each format deliversSwipe sideways
| Criteria | Corporate website | Virtual reality app | Immersive website |
|---|---|---|---|
| How people access it | A link in the browser | Download from an app store | A link in the browser |
| Mobile | Yes | Depends on the device | Yes |
| Desktop | Yes | Rarely | Yes |
| VR headsets | No | Yes | Yes |
| Narrative, 3D and gamification | Limited | Yes | Yes |
| Indexed by Google | Yes | No | Yes |
| Updating the content | Publish directly | A new store-approved version | Publish directly |
| Sharing in a campaign | A link | QR code + download | A link |
The immersive website is the only one of the three formats that serves all three platforms with a single delivery — and the only one that can also be found in search.
Leading the immersive website format
The cases that defined
the format in Brazil.
XR Studio built its first immersive website in 2020, before the format had a name in the Brazilian market. Since then Google, Claro, SBT, XP, Enel, Careplus, Lupo and creators such as Richard Rasmussen have placed their stories inside experiences opened through a single link.
- Since
- 2020
- XR Studio's first immersive website: a Black Friday virtual city for Google.
- Projects delivered
- +50
- Immersive experiences built for brands, agencies and content creators.
- On this page
- 12 cases
- Projects documented in detail, from SBT and Google to Richard Rasmussen.
- In one link
- 3 screens
- Mobile, desktop and VR headsets in the same delivery.
Featured case · SBT
SBT Verso.41 years of history to explore.
To celebrate SBT's 41st anniversary, we created a virtual universe bringing together the broadcaster's heritage, its characters and a journey of discovery.
A Hall of Fame, a Silvio Santos avatar and a hunt for gold bars connected the content to audience participation. A brand story that gained space, interaction and movement.
Mobile · Desktop · VR headsets
See the full case
One idea, different possibilities
Give your story
new dimensions.
Every project starts with the experience a brand wants to offer. We choose the visual language and interactions that support that journey.
Websites that tell stories
Animation, transitions and interactions reveal the narrative as visitors navigate. For campaigns, launches and stories worth exploring.
Worlds to explore
3D environments, characters and discovery points turn content into a place to visit. The brand identity shapes every space.
Journeys to take part in
Challenges, interactive content and product connections invite people to act. From discovering the brand to taking the next step in the campaign.
Brand universes
Entire worlds
shaped by the brand.
When a brand wants people to move through it, the immersive website becomes a place: themed environments, points of discovery and paths that lead from content to sign-up.
Claro
Claro Mundos
Themed environments connect mobile, internet, TV and streaming in a brand universe that leads to service sign-ups.
Mobile · Desktop · VR headsets
XP
XP Expert
A futuristic virtual city with live talks, training, partner spaces and access to the XP Store.
Mobile · Desktop · VR headsets
Claro
Claro World Cup
A 3D universe integrated with the Claro Clube base to deliver special World Cup illustrations to customers.
Mobile · Desktop · VR headsets
Where immersive websites work best
When an immersive website
is the right choice.
An immersive website works when a brand wants people to spend time with its content, not just find a piece of information. These are the most common uses in XR Studio projects.
Brand activations
Campaigns and events get their own digital experience, with challenges, discoveries and interaction that bring people closer to the brand. A few paths we have already built:
- XP Expert: live talks, partners and a store in a futuristic virtual city.
- Claro Mundos: worlds inspired by franchises such as Stranger Things connect the brand with gamers.
- Enel: children learn how to save energy by exploring a virtual reality house accessed through the browser.
Immersive websites for influencers
Content creators turn their audience into visitors. In Richard Rasmussen’s immersive website, a virtual jungle brings together videos, social media, talks and expedition sales.
Anniversaries and brand heritage
Archives, characters and milestones become a place to visit. In SBT Verso, 41 years of history came to life with a hall of fame, a Silvio Santos avatar and a treasure hunt.
Showrooms and immersive e-commerce
Products and services appear in themed environments that lead to purchase. In Claro Mundos, mobile, internet, TV and streaming come together in a virtual world accessed through the browser.
Launches and campaigns
An interactive narrative presents the product or campaign idea and leads people to the next step: sign-up, purchase or participation.
Entertainment and campaigns
When the campaign
becomes entertainment.
Series, shows and launches get an experience of their own, where taking part in the story is what moves the audience to the next step: a reward, a piece of content or a product.
Claro + Prime Video
Claro + Citadel
A mission through the Prime Video series universe to uncover content and unlock discounts.
Mobile · Desktop · VR headsets
Claro + Netflix
Claro + Stranger Things
Visitors explored the Claro tv+ space and triggered the full transformation of the scene into the Upside Down.
Mobile · Desktop · VR headsets
Maniax
Maniax
Performances, chat, community and artist support brought together in an immersive music and events platform.
Mobile · Desktop · VR headsets
Lupo
Lupo NFT
Limited-edition socks at Brasil Game Show with a wearable NFT to use in the Criptovox game.
Mobile · Desktop · VR headsets
All in one delivery
One immersive website.
Three solutions in one.
There is no need to choose between a corporate website, a brand experience or a virtual reality app. An immersive website solves all three in a single delivery, accessed through a link.
Presents your company
Brand, products and services presented clearly within the experience, doing the job of a corporate website.
Engages your audience
Storytelling, challenges and interaction turn a visit into a brand experience, with room for activations, sign-ups and purchases.
Takes people into virtual reality
The same experience opens on VR headsets with no app to install. Mobile, desktop and VR in one multiplatform delivery.
Education, services and creators
The same technology,
other objectives.
The format is not only for campaigns. It teaches, it presents a service and it turns an audience into visitors — always through the same link, on mobile, on desktop or in a VR headset.
Enel
Enel
A virtual reality house, opened in the browser, where children discover how to save energy in everyday life.
Mobile · Desktop · VR headsets
Careplus
Careplus
An immersive visit to the clinic presenting environments and differentials to clients, on the web or in VR headsets.
Mobile · Desktop · VR headsets
Richard Rasmussen
Richard Rasmussen
A virtual jungle with videos, social media, talks and expedition sales, in the browser or in VR headsets.
Mobile · Desktop · VR headsets
From idea to experience
Creativity and technology.
In the same project.
We work with brands and agencies to turn a brief into a digital journey with its own identity, purpose and interactions.
Map the journey
We understand the campaign, its audience and what the experience needs to communicate. Then we define the concept, narrative and navigation paths.
Shape the idea
We create the visual direction, environments and interactions. Prototypes help us explore the navigation before moving into production.
Build and launch
We develop the experience, adapt navigation to different screens and validate the interactions before publishing.
Plan your project
What to define before creating an immersive website.
A campaign, a brand archive and a product showcase call for different journeys. The brief connects your existing content with the experience your audience will explore.
- Objective and content
- Define the audience, story and intended action: discover the brand, explore products, join a campaign or access a service. Gather copy, images and brand guidelines.
- Access and integrations
- Identify target devices, distribution channels and any registration, catalog or purchasing requirements. Hosting, the domain and the experience’s ongoing availability also belong in the plan.
- Scope and investment
- The number of environments, 3D production, characters, interactions and integrations shape the proposal. The campaign date helps establish approvals and launch milestones.
What does immersive website development include?
The scope can include journey design, visual direction, digital environments, interaction development and testing on the agreed devices. Content production, integrations, hosting and maintenance should be specified in the proposal.
How do you plan an immersive website for Google Search?
Information about the brand, service and campaign needs pages with accessible text, clear titles and links. The visual experience needs a foundation search engines can crawl; this does not guarantee indexing or search positions.
Before we begin
A few things
you may want to know.
Updated
What is an immersive website?
It is a website that lets people explore a brand instead of just reading a page. It combines storytelling, animation and interaction and, depending on the project, 3D environments, characters and gamification. It is accessed in the browser through a link.
What is the difference between an immersive website and a corporate website?
A corporate website organizes information into pages and menus. An immersive website also presents the company, but turns the content into an experience to explore and can even be accessed on VR headsets. In a single delivery, it informs, engages and takes people into virtual reality.
Is an immersive website the same as the metaverse?
Not exactly. The metaverse usually refers to persistent virtual worlds designed for many people. Projects such as SBT Verso and XP Expert were presented as metaverse experiences, but an immersive website can also be a shorter narrative journey built for a campaign. The format depends on the project’s goal.
Do visitors need an app or a VR headset?
No. XR Studio experiences are accessed in the browser through a link, with no app to install. Delivery is multiplatform: the same project works on mobile, desktop and VR headsets, extending the reach of a campaign without requiring people to own any equipment.
Does the experience work on mobile?
Yes. Multiplatform delivery is one of XR Studio’s key differentiators: the same experience works on mobile, desktop and VR headsets. Navigation, interactions and visual quality are adapted to each platform, considering loading performance and ease of use.
Can an immersive website sell or generate leads?
Yes, when that is part of the goal. In Claro Mundos, the environments led to service sign-ups; at XP Expert, the journey included purchases in the XP Store. Sign-ups, forms and integrations with the brand’s other tools are defined in the scope.
Does an immersive website hurt SEO or loading speed?
It does not have to, but it requires planning. Environment size, loading order and the text that search engines need to read are part of the project from the start, so the experience can be found and loads well on different connections.
How much does an immersive website cost and how long does it take?
It depends on the scope: number of environments, level of 3D detail, characters, gamification, integrations and launch date. An interactive narrative with animation is simpler than a 3D world with several environments and an integrated store. With your brief, we present the scope, timeline and investment for your project.
Who is XR Studio?
XR Studio is a Brazilian creative technology studio founded in 2020 and based in São Carlos, São Paulo. It works with brands and agencies across Brazil on immersive websites, AI activations, augmented and virtual reality, live marketing and special projects.
What should I send to get started?
Share the idea, objective, audience and desired launch date. Include any existing visual identity, references and campaign assets. We use this brief to define the scope, timeline and investment.
Which devices does an immersive website work on?
On mobile, on desktop and in virtual reality headsets, all from the same link. That is what makes the immersive website the most versatile digital experience format: a single delivery serves the person arriving from a story on their phone, the person searching on Google from a desktop and the person putting on a VR headset at an event booth.
Does an immersive website work in virtual reality headsets?
Yes, and that applies to every immersive website XR Studio builds. The experience opens in the VR headset's own browser, with no app to install and no store to publish to. SBT Verso, Claro Mundos, XP Expert, Enel, Careplus, Richard Rasmussen and the other projects are all reached on the web, on mobile and in VR headsets from the same link.
Why is an immersive website more versatile than a virtual reality app?
A VR app requires a download, store approval and a headset to be seen at all. An immersive website is a link: it opens on any screen, it is indexed by Google, it can be distributed in a campaign and it still delivers the same experience in virtual reality for anyone who owns the equipment.
Who builds immersive websites in Brazil?
XR Studio is one of the pioneering studios in the format. In 2020, during the pandemic, it built a gamified Black Friday virtual city for Google, one of the first platforms of its kind in the country. Since then it has delivered more than 50 immersive experiences for brands such as Claro, SBT, XP, Enel, Careplus, Lupo and creators such as Richard Rasmussen.
What are XR Studio's main immersive website cases?
SBT Verso, for the broadcaster's 41st anniversary; Google Black Friday 2020; Claro Mundos and its Stranger Things, Citadel and World Cup editions; XP Expert; Enel; Careplus; Maniax; Lupo NFT; and Richard Rasmussen's immersive website.
Your next world starts here
Let’s create a website
people want to explore.
Bring your idea. We’ll design the experience together.