A fully immersive Property Website Experience

Here's a problem every property developer has. You need to sell the apartments long before there's an apartment to stand in. No show flat, no view from the window, sometimes not even a hole in the ground. Just drawings, a few computer images and a brochure.

So we built a tower that doesn't exist, and a way to walk into it.

Have a go below. Point at a floor, take the tour, and tap Sound on if you'd like the music.

Open it full screen

What you're looking at

The Loom is a residential tower in Manchester that we made up: 24 floors of apartments above an old brick warehouse, on a canal basin, at dusk. For the purposes of this experiment, none of it is real. Not the tower, not the tram, not the view. It is all AI content but could easily be done with real imagery.

Point at a floor and it lights up along its own balcony. Every apartment has sold except one, on level 17. Choose it and the camera leaves the quayside, climbs the building, crosses the terrace and lands in the living room. From there you can open the floor plan, or head back out to the tower.

What it's for

Selling homes off-plan. A buyer is being asked to spend the most money they'll ever spend on something they can't see, and a grid of floor plans and a price list doesn't do much to help.

A developer already has what this needs: elevations, a few interior images, a schedule of what's sold. Swap our made-up tower for the real drawings and you'd have a film for each apartment type, live availability on every floor and an enquiry form that knows exactly which home somebody was standing in when they filled it out.

How we made it

1. 2 AI photographs

The whole thing starts with two pictures, both made with AI: the tower across the water, and the living room on level 17. We described the same materials in both (warm oak, bronze, curved glass) and the same city through the window, so they'd feel like one place.

2. One flight between them

Then we gave both pictures to a video model and asked for a single shot: start on the first photograph, finish on the second. Ten seconds, one take, no cuts. It flies over the canal, picks a balcony and goes in through the open doors.

Coming back out is the same film played backwards, which is also what you see when the page first opens.

3. Make the building the button

The first version of the floor chooser was a white box drawn over each floor. It looked like a white box drawn over a floor. The balconies curve, and you're looking up at them, so each one sags a little further at the corners the higher you go.

So we measured that curve on the photograph and drew each of the 24 floors to fit. Now the highlight sits on the building, and so does your click.

4. Everything else is code

The floor plan is drawn in code, so it's sharp at any size. The sold and available labels, the level numbers and the credits are all just the web page. Only the two photographs, the flight and the music came from AI.

Would this work for a real development?

Yes, and it'd be easier. We had to invent a building and then keep our own story straight. A real scheme comes with drawings, so every floor is where the architect put it, and the interiors can start from the designer's own images instead of ours.

Built by Sprint

The Loom is an experiment from Sprint, the web development studio that's part of Clicky Group. It's one of a series we're building to show what's possible now when a good idea, a small team and the latest AI tools get some time together.

AI made the pictures, the film and the music. We designed the tower, directed the flight and checked every frame.

Got something to sell before it's built?

If you've a development coming and you'd like buyers to step inside it early, talk to Sprint. We'll show you what yours could look like.