Extended Reality (XR)
Holograms & Experiential
Digital Twins, BIM & AI
Industrial & Vocational Simulators
EHS Safety VR Modules
Defense, Medical & EdTech Labs
Case studies
Work
Culenz built a VR ride experience for BMW Motorrad, letting visitors ride the bike in VR. It removed the usual test-ride limits: a bike on site, a licence, insurance and good weather.
01 — Overview
A real test ride needs a bike on site, a rider with a licence, insurance and good weather. At a busy event, only a few visitors can ride.
Culenz built a VR ride experience for BMW Motorrad that removed those limits. Visitors could ride the bike in VR.
02 — What's included
Let more visitors experience the ride than a test-ride fleet allows.
A VR ride experience for BMW Motorrad.
03 — Key features
A VR ride lets many more people experience the feeling of riding. It reaches visitors who have no licence or are new to motorcycles.
The ride can show roads, scenery and speed that no event venue could offer.
Event rides work best at three to five minutes. That leaves a strong impression and keeps the queue moving.
Comfort matters, so camera movement is planned to avoid motion sickness for first-time VR users.
A VR ride station needs a supervised area, headsets and staff to guide each rider. Some setups add a seat or handlebars for realism.
Headsets are cleaned between riders, and spare devices keep the station open.
A ride station is a natural place to capture leads. Visitors who enjoyed the ride can book a real test ride.
Counting riders and follow-up bookings shows the activation's effect.
The same approach suits cars, scooters, EVs and commercial vehicles. Each ride is designed around the brand and the vehicle.
Rides can travel between dealer events, launches and shows.
The year, venue, hardware and results approved by BMW Motorrad will be added once confirmed.
Until then, this page describes the VR ride format and how Culenz delivers it.
A brand ride is more than a road. Scenery, sound and pace should all reflect what the brand stands for.
For a motorcycle brand, that means the feeling of freedom, control and the open road.
Depending on the format, we can record sessions, viewers, dwell time, leads or training scores. The measures are agreed with the client before launch.
We publish numbers on this site only when the client has approved them and their source is clear.
Where figures are still being confirmed, the case study describes the work without them.
Every experience is designed for first-time users. We avoid camera movement the user didn't cause and keep sessions short at busy events.
Headsets are cleaned between users, and the headset maker's age guidance is followed. Screen, dome and hologram versions serve people who prefer not to wear a headset.
Our crew briefs each visitor and stays close during the session, so everyone feels safe and confident.
Culenz supplies the cameras, headsets, projectors, hologram boxes and computers each project needs. Everything is tested together before it leaves the studio.
A trained crew sets up, runs and packs down the experience. Spare equipment travels with them, so a single fault never stops the show.
Our published work includes the Republic Day Parade and Independence Day live in VR 360°. The IT Day XR Dome welcomed more than 1,00,000 visitors.
It also includes a VR ride for BMW Motorrad and an experience for Audi India. Festivals include a leading literature festival and Jashn-e-Rekhta, alongside a virtual Lotus Temple.
04 — Our process
Every project follows five stages: scope, capture and storyboard, real-time build, integration and rehearsal, then run and support. Each stage ends with the client's sign-off.
The client reviews the work in the headset, on screen or at the venue at every stage. Changes happen early, when they cost the least.
On the day, a Culenz crew runs the experience or the broadcast. Afterwards, the client receives recordings, reports or a handover as agreed.
We agree goals, audience, venue, devices and dated milestones, and you sign off the scope.
We gather plans, photos or scans and build a draft for you to review in the headset or on screen.
Final models, content and interactions are added and tested on the target device.
Hardware is wired in, and the experience is rehearsed at the venue or a mock-up.
Our crew runs it or hands it over, followed by a review and a maintenance plan.
05 — Planning your project
Checklist
Checklist
06 — Why Culenz
Culenz is an AR, VR and mixed reality company with offices across India and Dubai. We deliver projects in both markets.
One accountable team scopes, builds, installs and runs each project, from a single VR station to a national broadcast.
07 — FAQs
It can if camera movement is poorly designed. We keep motion smooth and predictable, add fixed reference points such as handlebars and keep rides short. Every ride is tested with first-time VR users.
Not necessarily. A ride can run with headsets alone, or add a seat, handlebars or a real bike on a stand. We recommend a setup based on your space and budget.
Yes. We build VR rides for motorcycles, cars and EVs, designed around your vehicle and brand. Share your event dates and goals, and we will propose a ride length, setup and schedule.
It depends on ride length, the number of headsets and opening hours. Short rides with several headsets serve many visitors an hour. We size the station from your expected footfall.
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