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Notes from the studio.
Writing on technology, design, VR, AI — and what it takes to ship them. Mostly long, sometimes short, occasionally wrong.
Journal · · 4 min
360° Virtual Tours in Portugal: Seven Projects and What Each One Is For
A 360° virtual tour does far more than marketing: it preserves heritage, prepares touring productions and onboards staff. Seven of our projects in Portugal, from the Portuguese Army to the Convento do Beato, and what each one solved. Journal · · 6 minHow Much Does a 360° Virtual Tour Cost in 2026? Pricing Guide
A professional 360° or 3D virtual tour costs €300 to €25,000+ in 2026, depending on the space, the capture method and how much branding you need. Here's the full pricing breakdown, Matterport vs custom. Journal · · 4 minEveryone's at the World Cup. Almost no one's in the stadium.
The biggest tournament ever — 48 teams, 16 cities, three countries — and a few hundred thousand seats against a few billion fans. The gap between watching and being there is the whole opportunity. Journal · · 7 minVirtual tours are not just marketing: onboarding, training and the TPF case
Most virtual tours are sold as marketing. The more useful ones never face the public at all — they onboard new staff, run evacuation drills, and let partners walk a facility from another country. The operational case for 3D capture, and what we built for TPF. Journal · · 8 minVirtual Tours That Convert: A Practical Playbook
Do virtual tours increase conversions? Sometimes — when the space is the product and the embed is built to be found, fast, and accessible. Here's our honest playbook on when a 3D tour earns its place and when it's just expensive decoration.— The journal, by email
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