When beauty brand e.l.f. cosmetics tapped MadLabs to build its first virtual universe in both Roblox and in virtual reality, they asked us to create a traveling physical space to demonstrate this new virtual world.

We created the e.l.f.averse Expeditions Portal, which served as a hub for visitors new to the VR and gaming space. Using our access to holographic OLED panels, we created a spaceport-themed structure that overlooked the virtual universe.

Inside we themed the space with inspiration from the golden age of travel, complete with travel posters promoting the virtual destinations. To maintain the queue, visitors were given themed “tickets’ to explore the e.l.f.averse.

The “portal” made its debut at the CAGNY expo, and was designed, built, and shipped in under 10 days. By utilizing a modular plug-and-play series of plinth walls, we were able to adapt the space to different footprints in the future while having the entire structure fold flat for freight cargo.

Fabricating The Space