SoReal - CODAworx


Submitted by Nikolaus Hafermaas

Client: MKVR Group, Beijing

Location: Beijing, China

Completion date: 2016

Artwork budget: $120,000

Project Team


Nikolaus Hafermaas - Art Direction

Ueberall International LLC


Refik Anadol

Refik Anadol - Media Design


Jeano Erforth - Project Mangement

Ueberall International LLC


Raman K. Mustafa - Design Architect


SoReal is a new virtual reality brand that provides complete entertainment solutions spanning from proprietary VR hardware, VR games and VR movies to dedicated theaters and playhouses. We created the interior design of the inaugural SoReal flagship store in the heart of Beijing.


The creative team was challenged to conceive a unique physical space that orchestrates and dramatizes the visitor experience as a seamless transition from urban reality into virtual reality. Since there is very little precedent for the design of VR entertainment venues, we needed to develop a new visual language that celebrates the excitement of the revolutionary new VR medium while remaining content neural, allowing for regularly changing entertainment programs and themes. To counterbalance the current VR technology’s focus on individual experiences that can have a somewhat isolating effect, the creation of opportunities for shared experiences was another objective critical to the project’s success.


Ueberall teamed up with Refik Anadol Studio to create the interior design of the inaugural flagship store in the heart of Beijing for the SoReal VR Entertainment Group. The objective was to orchestrate and dramatize the visitor experience transitioning from urban reality into virtual reality.

Additional Information

We expect that our design elements will adapt to the evolving medium as flexible building blocks, while maintaining a coherent visual language that underscores the high ambitions of the new SoReal brand.