Phyteis (formerly UIPP), a professional organization founded in 1918 that brings together 18 companies in the crop protection sector — including BASF, Bayer, Corteva, and Syngenta, representing nearly 5,000 jobs in France — called upon explorations360 to design an immersive virtual reality experience centered on the world of winemaking. The objective: to raise awareness among the general public and city dwellers about the realities of the agricultural world, by showing the entire production process, from vine to bottle, and the daily challenges faced by farmers.
An interactive immersion in a wine-growing estate
The experience transports the user to the heart of a wine-growing estate through an interactive VR film. The journey includes built-in questionnaires that test the participant's knowledge about crop protection, making the experience both educational and engaging.
Topics covered
The experience highlights the "combinatory approach" promoted by Phyteis, which combines four complementary pillars of crop protection:
- Biotechnology: genetic and molecular innovations serving the vine
- Bioprotection: natural solutions to protect crops
- Digital agronomy: sensors, data, and precision in the field
- Conventional crop protection: traditional solutions, used responsibly
The emphasis is on applying "the right dose, in the right place, at the right time" to combat threats such as downy mildew or bio-aggressors.
Presented at the Paris International Agricultural Show 2023
Deployed at the Paris International Agricultural Show 2023 (Porte de Versailles, Paris, from February 25 to March 5, stand 5.1 C033), the exhibit received very positive feedback from a diverse audience — families, students, and professionals. Participants were able to discover "behind the scenes" and better understand the complexity of managing a vineyard before the product reaches their table.
"Virtual reality allowed us to bring the behind-the-scenes to life: everything that happens upstream before the bottle reaches the table, and the challenges farmers face." — Eleonore Leprettre, Director of Communications & Public Affairs, Phyteis
VR as a bridge-building tool
This project illustrates how virtual reality can serve as an educational and immersive tool to bridge the gap between citizens and the agricultural world, while showcasing the sector's technological innovations. In just a few minutes of immersion, the participant grasps complex issues that would be difficult to convey through conventional means.