At large events, visitors don’t want to just look, they want to find meaning. That’s why The Cookie Labs designs experiences that guide, engage and measure participation across physical spaces.
With projects like the Guided XR Tours at the IAA Mobility and the Dynamic Tours at the Hannover Messe Dynamic Tours, we’ve turned complex venues into interactive story worlds where every step, click and discovery has purpose.
IAA Mobility — Guiding the Future in Mixed Reality
At IAA Mobility 2023 we reimagined the trade fair tour: not a brochure, but a story-driven XR experience. Visitors explored innovation routes curated by topics such as sustainability or innovation, each guided by digital storytelling layers accessible via mobile.
The challenge: keep thousands of visitors oriented and inspired amid hundreds of exhibitors.
The result: seamless navigation meets narrative immersion, bridging the digital and physical world without friction.
Every point of interest became a story node, turning exploration into a guided discovery.
Hannover Messe — The Dynamic Tour Platform
Our next iteration of this idea debuted at Hannover Messe 2025: the Dynamic Tours.
Built on our proprietary storytelling engine, it combines narrative logic, lead generation and data analytics in one interface.
Visitors select their interests and the system adapts their route and content dynamically, creating personal journeys while offering exhibitors detailed visitor insights.
Organizers gain real-time metrics on engagement, dwell time and topic interest, transforming the fairground into a data-rich storytelling environment.
For exhibitors it’s interaction that converts.
S-Bahn Schnitzeljagd — Making Public Transport Playful
Before fairs and expos, the same philosophy shaped our S-Bahn Schnitzeljagd in Stuttgart and in the Rhein-Neckar region: a mobile scavenger hunt designed to connect citizens with regional mobility.
Players traveled by train, solved challenges and unlocked stories about sustainability, local culture and infrastructure. It gamified a daily routine and reframed public transport as an adventure, blending education, movement and fun.
Across these projects, one common denominator emerged and guided us: When you guide people through stories, you don’t just move them from A to B, you move them somewhere meaningful.
By merging gamification, storytelling and data, we build experiences that help navigate not just places, but ideas.
We design dynamic journeys that inform, inspire and deliver measurable results on-site and online. Let’s create your next story to walk through.
