Transforming Cabin Time into Premium Value with Spatial Entertainment and Interactive Shopping
Nomtek developed an immersive in-flight entertainment (IFE) application for Apple Vision Pro that reimagines the way passengers engage with content during flights. The application combines spatial experiences, interactive 3D commerce, and real-time flight information to create a premium onboard environment, opening new upselling and cross-selling channels for airlines.
Designed for future-focused first-class airlines, the project showcases how spatial computing can elevate brand perception, increase ancillary revenue, and redefine what comfort and entertainment mean at 35,000 feet.
The goal of the project was to explore the potential of spatial computing in aviation settings by developing a multi-functional IFE application using Apple Vision Pro. While traditional seatback screens have seen improvements in resolution and design since their introduction in the 1980s, the core way content is consumed onboard hasn’t changed in decades. Meanwhile, technology has advanced dramatically, and we focused on changing how content is experienced. Our vision was to give passengers a sense of space and delight through immersive features that blend information and commerce.
The application included modules for:
- Real-time flight data and interactive aircraft model views
- A spatial Earth map layered with city, country, and sightseeing data to help users better understand their surroundings and identify what they’re currently flying over
- A luxury product showcase, including a virtual try-on for watches
- A cinema environment with access to Apple TV and 360° destination videos
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Scope of Work
To deliver an impactful and future-ready in-flight entertainment experience, we structured the development process around clearly defined phases that balanced creativity with technical execution. Our goal was to showcase the potential of Apple Vision Pro in aviation and provide tangible value to airlines through increased passenger engagement and new revenue opportunities. Rather than simply adapting traditional media for a headset, we focused on creating features that fully leverage spatial interaction—3D model exploration, immersive environments, and contextual content that go beyond just watching movies.
Feature Selection Workshops
We organized collaborative brainstorming sessions focused on identifying “wow-factor” features. These were prioritized based on technical feasibility and potential business impact.
Modular Architecture Design
The team created a flexible, scalable architecture that allowed for the development of independent sub-apps (e.g., ecommerce, cinema, map) under a single application umbrella. This approach makes future expansions or third-party integrations easier to implement.
Modules Designed for Premium Spatial Interaction
We built a set of spatial modules to elevate the onboard experience: a globe with layered flight and location data, a real-time 3D flight path, a luxury product showroom with virtual try-on, and a personal cinema with immersive video content. Each feature was designed to go beyond passive viewing and make full use of Apple Vision Pro’s interactive capabilities.
Content Sourcing and Curation
We gathered immersive media assets, including 180° videos and cinematic content customized for inflight viewing to boost the app’s entertainment and informational impact.
Testing, Iteration, and Presentation at Trade Shows
Internal usability tests were conducted with Nomtek team members, followed by evaluations with aviation professionals. Feedback was used to adjust interactions, visuals, and the overall structure of the experience to better fit onboard use. We also showcased the product at AIX Hamburg, where it was tested by over 40 IFE managers from 20 different airlines and received very positive feedback.
Scope of Work
To deliver an impactful and future-ready in-flight entertainment experience, we structured the development process around clearly defined phases that balanced creativity with technical execution. Our goal was to showcase the potential of Apple Vision Pro in aviation and provide tangible value to airlines through increased passenger engagement and new revenue opportunities. Rather than simply adapting traditional media for a headset, we focused on creating features that fully leverage spatial interaction—3D model exploration, immersive environments, and contextual content that go beyond just watching movies.
Feature Selection Workshops
We organized collaborative brainstorming sessions focused on identifying “wow-factor” features. These were prioritized based on technical feasibility and potential business impact.
Modular Architecture Design
The team created a flexible, scalable architecture that allowed for the development of independent sub-apps (e.g., ecommerce, cinema, map) under a single application umbrella. This approach makes future expansions or third-party integrations easier to implement.
Modules Designed for Premium Spatial Interaction
We built a set of spatial modules to elevate the onboard experience: a globe with layered flight and location data, a real-time 3D flight path, a luxury product showroom with virtual try-on, and a personal cinema with immersive video content. Each feature was designed to go beyond passive viewing and make full use of Apple Vision Pro’s interactive capabilities.
Content Sourcing and Curation
We gathered immersive media assets, including 180° videos and cinematic content customized for inflight viewing to boost the app’s entertainment and informational impact.
Testing, Iteration, and Presentation at Trade Shows
Internal usability tests were conducted with Nomtek team members, followed by evaluations with aviation professionals. Feedback was used to adjust interactions, visuals, and the overall structure of the experience to better fit onboard use. We also showcased the product at AIX Hamburg, where it was tested by over 40 IFE managers from 20 different airlines and received very positive feedback.
Solution — Experimental Setup for Maintenance Work
The final solution integrates several independently functioning modules into one cohesive IFE application—each designed to engage passengers during different phases of the flight. The modular setup supports future scaling, where airlines can plug in new content types or third-party integrations (e.g., branded shopping environments or tourism promotions).
Designed for first and business class, the app delivers a premium in-flight experience powered by Apple Vision Pro. It transforms the passenger’s seat into a personalized spatial environment where travelers can:
- Explore the flight path and learn about visible landmarks in real time
- Enjoy immersive media that mimics the comfort of a personal cinema
- Interact with detailed 3D products and place orders during the flight
- Access contextual information about their destination without leaving their seat
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Team Composition
The project brought together a multidisciplinary team combining XR development, product thinking, design, and 3D artistry. Close collaboration between creative and technical minds allowed us to rapidly prototype, test, and refine the spatial experience adapted for aviation.
AR Developers
Product Manager
3D Artist
UX/UI Designer
QA Engineer
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