Edge planned a photorealistic VR experience delivered simultaneously to multiple users during the actual client pitch. The design of the virtual Green Room had to be flexible enough to accommodate updates and had to have “wow-factor” and photo realistic output.

Objective: Bloomberg TV’s financial news program has two primary show sets, the Studio and the “Green Room,” where anchors film news segments and chat with upcoming guests. Bloomberg  wanted to renovate the Green Room, transforming it into an eye-catching opportunity for sponsorship by a major brand. 

Bloomberg approached HP Enterprise (HPE) to be official brand sponsor for the renovation, and brought in EdgeDNA as creative partner to ideate on ways to present the branded room concept to HPE.

Solution: Build the branded space in virtual reality, allowing HPE representatives to fully explore the space before signing off on the project. The pitch was a success, reulting in HPE sponsoring the space.  The Green Room was completed three weeks later and is can be seen on the Bloomberg program each morning. 

Client: Bloomberg

Project: HPE Greenroom

Deliverables: Virtual Reality Development, 360 mapping, Application Development


Through the Boomerang Process, Edge used a “volumetric” approach to creating the green room, creating the environment in a 3d modelling engine. Upon deployment to a Samsung Gear, every object, texture and material is rendered in real-time, resulting in a stunning experience.

Edge is working on the next generation interactive displayes for retail.

We have developed the worlds first voice controlled hotel concierge together with Choice Hotels and Amazon Alexa. 

EdgeDNA announced today the evolution of Artificial Intelligence Machine Learning has arrived with the launch of Make Up For Ever’s new line of lipstick.

Edge + Unity, we are now certifided Unity partner for commercial use of the platform.