Primland Explore

Building upon our creative concept “The Mountains Are Calling” our main goal was to transport our audience to Primland in The Blue Ridge Mountains, capturing the essence of what makes this part of the world so unique, fully immersing them in the environment along with enabling them to discover more about the amenities and residential ownership opportunities.

Leveraging our experience with immersive 3D maps we wanted to take this experience one step further and allow to the audience to dive deeper into the landscape and really do justice to this amazing destination.

To achieve this we set out to create additional environments that would feature as key value propositions to potential buyers. From the primary map view users have complete freedom to navigate the site selecting hotspots to learn more about key features or amenities. Select one of the key areas (Pool & Fitness, Stable Saloon and Residences) and the user would be immediately immersed in unique environments where they could explore the scene and learn more.

To give online visitors from around the world a sense of the scale and beauty of the physical site, we created a digital replica of the expansive 12,000-acre Primland estate.

To achieve this, we used reference images, early site plans, and available geo-data while working closely with the architects at Hart Howerton. By leveraging their original 3D models and optimizing them for the web, we were able to craft accurate, immersive digital counterparts that brought the estate to life.

One of the main challenges was how we create realistic low-poly trees and foliage that would be duplicated and scattered across an entire vast landscape without crushing performance.

To fully immerse visitors, we added dynamic elements that bring the environment to life—ambient nature sounds, birdsong, fog, drifting clouds, and even the ability to change seasons, allowing users to experience the community year-round. The unique mood of each scene was crafted using a WYSIWYG, fully editable Spline system, giving the team complete control over lighting, cloud movement, foliage density, textures, and even tree colors. This level of art direction allowed us to create a truly expressive and seasonally rich digital representation of Primland.

Returning to the project’s original brief—sell stunning mountainside homes while guiding sophisticated buyers through a curated journey of self-exploration and immersion—we enhanced the residences’ digital environment with additional interactive details. Users could explore any property in depth, accessing image galleries, floor plans, and key design features.

Lead generation was a central focus, so we incorporated clear, non-intrusive calls-to-action throughout the experience—from the main navigation to the individual residence modals—seamlessly integrated with Spark CRM to capture and manage interest effectively.