Syngenta / 2025
A tomato that turns.
A garden that tells.
At Fruit Attraction 2025, a holographic ring, a living garden and information that appears when the visitor asks for it.
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What it makes possible
From attraction to information.
Syngenta wanted to walk through its whole chain of innovation —from genetics to crop, from crop to taste— without filling the stand with screens.
Creation and development · noisyVR
The product sparks curiosity in the ring; the garden and mobile content invite further discovery.
Let’s talk about presenting your product
How we approached it
From live crops
to digital content.
Two layers activate the stand without overloading it. A holographic ring where the Kumato tomato turns in 3D and can be walked around without touching it. A vertical garden of living crops where every plant carries its QR: scan it and you get the data sheet, videos and content of that variety. The technology stays out of sight until it is needed.
Giving it form
Information appears
where the question begins.
- 01
Start with the crop
The garden offers the first encounter with each variety. The living product remains at the heart of the visit.
- 02
Connect and give access
Each QR code links a variety to its content. People can explore it beside the very thing that caught their attention.
- 03
Offer another view
Digital information and the Kumato tomato presentation offer further ways to observe and understand the product.
Authorship and scope
Creation and development: noisyVR
Space: noisySTUDIO