R2U builds immersive sales experiences for real estate developers and retailers. For real estate: AR Staging, 3D Sales Platform, and 3D Renders. For retail: AR Product Visualization, 3D Product Viewer, and 3D Product Configurator. All products support Apple Vision Pro. Clients include Tegra, MPD, Coelho da Fonseca, Mobly, Leroy Merlin, and Portobello.

How much does AR Staging cost compared to a physical model unit?

A physical model unit typically costs $90K to $720K (Exame, 2023). AR Staging from R2U is quoted on request and depends on unit types and room count. Coelho da Fonseca / AG Art Residences used it at approximately $55/sqft (Exame, 2024) - for a 1,075 sqft apartment, around $59K, a fraction of the physical version.

Do I need to install an app to use R2U products?

No. The 3D Sales Platform, 3D Product Viewer, 3D Product Configurator, and AR Product Visualization run in the browser with no app required. Only AR Staging and the 3D Sales Platform on Apple Vision Pro use the headset on-site at the sales gallery.

Which developers use R2U?

More than 10 developers use R2U products in active launches. Real estate: Tegra, MPD, Coelho da Fonseca, Nortis, Vincere, Fraiha. Retail: Mobly, Leroy Merlin, Portobello, Electrolux, Docol, Reserva. R2U was TOP 3 in the AR/VR category at 100 Open Startups 2024.

What is the difference between an AR scale model and a physical one?

R2U's 3D Sales Platform projects the development in real space on Apple Vision Pro. Buyers rotate the building, select units, and compare floors with their own hands. A physical scale model is static, costs $9K to $720K+, takes 2 to 5 months to build, while the holographic is ready in 4 to 14 weeks, takes no fixed space, and updates digitally.

Our Solutions

Our Solutions

AR Staging with Apple Vision Pro. AR staging lets the buyer walk through a decorated apartment before construction exists. At the sales gallery, they put on Apple Vision Pro and explore the unit at real scale, swapping finishes and changing window views per floor. They compare unit types with natural gestures. The agent can also bring the device to the buyer's home for an in-person demo. On the construction site, the staging projects onto the slab under construction, so the buyer sees the finished apartment exactly where it will be delivered. A physical model unit costs $90K to $720K (Exame, 2023). R2U's digital version is ready in 4 to 14 weeks. Coelho da Fonseca already uses the technology in luxury launches in São Paulo.

Meet R2U's most complete pre-construction sales solution: the Interactive 3D Sales Platform
A visual, interactive, multi-device experience built to transform how developers, builders, and brokers present their projects. In immersive rooms, sales gallery touchscreen kiosks, tablets, laptops, mobile phones, or directly on the website, the platform brings together the 3D model, floor plans, units, facade, common areas, location, views, sunlight, and finish customization in a clearer, more modern, and more engaging buyer journey.

Holographic 3D Model of the entire development
The Holographic 3D Model projects the full development on a tabletop or at full scale on the construction site. With Apple Vision Pro, the buyer rotates the building and selects units by floor. They explore floor plans with furniture and finishes while the facade appears under natural lighting. The web version (immersive 3D model) runs on iPhone, iPad, and the developer's site, accessible by link or embed, no app install. Buyers swap floors, countertops, and tiles in both versions, headset or browser. Tegra, MPD, and Vincere use it in active launches. A high-end physical scale model takes 2 to 5 months and can exceed $90K (Exame, 2023). The digital version is ready in 4 to 14 weeks and is reusable across developments.

3D Renders, 360 Tours, and Animated Films. R2U's 3D renders cover facades, interiors, common areas, and every unit type of the development, with photo-real quality. Images work as sales collateral, content for the developer's site, and social media posts. 360 virtual tours run in the browser: agents share the link by WhatsApp and buyers explore each room from any device. 62% of buyers look for 3D tours before scheduling a visit (Zillow, 2024). Animated films show the project in motion, with people moving through common areas and day-to-night lighting, including facade flyovers. Every format comes from the same 3D model that powers AR Staging and the 3D Sales Platform, reducing production time and cost for the full package.

Augmented Reality for e-commerce and retail. With R2U's AR, shoppers point their phone at a room and place furniture, appliances, or tiles at real scale in their own space. Runs in the browser, no app required. Mobly saw over 80% higher conversion and over 115% higher time on page after adding the technology to its e-commerce (Liga Ventures). On Shopify, products with AR convert 94% more than those without (Shopify, 2025). Leroy Merlin, Portobello, Electrolux, and Docol also use R2U's technology in their digital channels. Integration takes a few lines of code, supporting VTEX, Shopify, and Magento. Shoppers see the sofa in the living room or the faucet on the counter before buying — which reduces returns and grows purchase confidence.

Interactive 3D Product Viewer on the product page. The 3D product viewer replaces dozens of product photos with an interactive model shoppers rotate and zoom, exploring textures, colors, and proportions true to the real item. In retail, Mobly, Electrolux, and Docol use R2U's viewer on their product pages: one model shows every color and finish variation without leaving the page. In real estate, the same viewer appears on the development's site so buyers can compare flooring, countertop, and tile materials in each room before signing. Runs on phone or desktop, no app, no download. The component is lightweight, loads in under 2 seconds, and integrates with VTEX, Shopify, Magento, and any site with a few lines of code.

3D Product Configurator in real time. The configurator shows every color, fabric, finish, and size variation in a single interactive 3D model. Each change applies live on the same page where shoppers check out. After configuring, the customer views the product in their own space via augmented reality — no app required. Portobello uses it for ceramic tiles, Wood Prime for wooden furniture, Reserva for accessories and bags. In real estate, the same technology lets buyers configure every room on the launch site: living room flooring, kitchen countertops, bathroom tiles. Result for the retailer: fewer photos per variation, more combinations available to shoppers, fewer returns from mismatched expectations.

Dubai Off-Plan AR Visualization: Lessons for US Developers

R2U Blog

Dubai off-plan real estate pioneered the full-scale augmented reality sales gallery pattern between 2022 and 2025, years before US luxury condo developers started deploying the same stack in Miami, New York, and Los Angeles. Developers like Emaar, DAMAC, Sobha, and Binghatti selling $2M to $50M+ units to international buyers from across Asia, Europe, and the Middle East faced the same core challenge US pre-construction faces now: how to sell a luxury unit to a buyer who will not physically visit the sales gallery for months. AR visualization solved the problem in Dubai. The same pattern transfers directly to US luxury pre-construction in 2026.

R2U, the Brazilian proptech company specializing in immersive sales experiences for real estate developers, has delivered Apple Vision Pro and AR Staging for 27 active pre-construction projects. This guide translates what Dubai off-plan learned between 2022 and 2025 into operational lessons for US developers adopting the pattern in 2026.

Why Dubai Off-Plan Adopted AR First

Three structural factors drove Dubai’s early adoption:

Ticket size and international buyer share. Dubai luxury off-plan typically runs $2M-$50M+ per unit, with international buyers (Indian, Chinese, British, Russian, Saudi) accounting for 60%+ of closings in flagship projects. The buyer persona matched the economic case for AR investment perfectly.

Delivery timelines of 2-5 years. Dubai off-plan projects commit buyers to pay substantial installments over construction timelines that can span 3-5 years. The buyer needs confidence in the future unit. Static renders do not deliver that confidence; full-scale AR experiences do.

Regulatory environment rewards innovation. The Dubai Real Estate Regulatory Agency (RERA) encouraged technology-forward sales practices, and Dubai Land Department’s digital initiatives normalized immersive visualization as standard sales infrastructure faster than most Western markets.

The result: by 2024-2025, full-scale AR sales galleries became the luxury norm in Dubai, documented in industry reporting (AYS Developers 2025, Viraverse 2025). R2U’s Apple Vision Pro pipeline for Brazilian developers follows the same underlying pattern and is export-ready to UAE and US markets.

The Dubai Pattern Components

Dubai off-plan AR sales galleries in 2025 typically deploy four components:

1. On-site AR visualization at construction sites. Buyers tour the actual future unit by walking the construction slab, with AR projecting the finished apartment over the bare concrete. The pattern works because luxury buyers in Dubai often visit the site in person during shopping trips to the city. AYS Developers documented this as the dominant on-site pattern in luxury Dubai (AYS Developers, 2025).

2. Virtual show units served via browser or app. Buyers in home country explore every unit, finish, and view through a browser-based 3D platform or a branded app. Multiple layouts and finishes render from the same 3D model. Lumina Studios and Viraverse pattern this approach for UAE developers.

3. Full-scale sales gallery AR experiences on Apple Vision Pro or tablets. When the buyer arrives at the Dubai sales gallery, they put on Apple Vision Pro or use a tablet-based AR system to walk through the unit at real scale in the gallery itself, without a physical model unit.

4. Integration with international buyer CRMs and WhatsApp. Dubai brokers work through WhatsApp primarily, with CRM integration that tracks buyer engagement across channels. The pattern sits on the same telemetry layer the R2U pattern extends in our WhatsApp decorated virtual guide (the Portuguese version; US pattern is identical with SMS or WhatsApp substituting).

What Transfers Directly to US Luxury Pre-Construction

The Dubai pattern transfers to US luxury pre-construction with minimal adaptation, particularly to Miami and other international-buyer-heavy markets:

Pattern component 1 (on-site AR) transfers directly. Miami pre-construction often includes hard-hat site tours once structural framing is complete. AR Staging via WebAR on a phone or tablet works the same way Dubai deploys it. The R2U AR Staging product supports the same use case.

Pattern component 2 (virtual show units) transfers directly. Browser-based 3D Sales Platforms run the same way in Miami as in Dubai. See our 3D sales platform comparison.

Pattern component 3 (sales gallery AR) transfers directly. Apple Vision Pro sales galleries work identically. The Apple Vision Pro real estate guide covers the pattern. Miami luxury developers in 2026 deploy the same hardware and the same asset pipeline R2U delivers to its 27 Brazilian projects.

Pattern component 4 (CRM and WhatsApp integration) requires light adaptation. Dubai primarily uses WhatsApp for buyer communication. Miami brokers use SMS (US), iMessage, and WhatsApp (with heavy usage for Brazilian and Latin American buyers). The underlying CRM telemetry flow is identical; just the messaging surface varies.

What Dubai Did Differently That US Markets Should Selectively Import

Two aspects of the Dubai pattern are worth selectively importing:

Longer AR sessions with multi-day buyer engagement. Dubai off-plan buyers commonly schedule multiple AR sessions over several days during a shopping visit. The first session is introductory, the second focuses on finish configuration, the third involves financial advisor or spouse. US luxury pre-construction compresses this to one or two sessions on a Miami visit. Extending to a 3-session pattern over 2-3 days unlocks higher conversion.

Branded native apps as a PR and brand-building tool. Dubai luxury developers (Emaar, DAMAC) publish branded AR apps on the Apple App Store and Google Play as extensions of their brand marketing, not just as sales tools. The app downloads drive PR coverage and buyer loyalty. US luxury developers have been slower to publish branded AR apps; R2U has delivered this hybrid pattern for Brazilian clients like Flamboyant Urbanismo (Autêntico Residential, iF Design Award 2026 winner) and Vincere (Arte Batel, publicly listed on the Apple App Store).

What US Developers Should Not Copy From Dubai

Two elements of the Dubai pattern do not transfer well to US luxury markets:

Aggressive metaverse integration. Dubai’s Land Department and several major developers invested heavily in metaverse-based sales experiences (VR worlds, Decentraland presence) in 2022-2024. The approach produced limited commercial results globally and the 2026 US pattern is better served by AR (blended with physical reality) than by pure VR or metaverse.

Sales gallery physical scale replication. Dubai luxury sales galleries are often enormous (1,000+ square meters) with extensive physical amenity zones (cafes, lounges, concierge areas). US luxury pre-construction galleries are typically more compact. The R2U AR stack performs in both gallery sizes, but the gallery design itself should match US market expectations.

The 2026 US Luxury Pre-Construction Stack (Dubai-Influenced)

The US luxury pre-construction stack in 2026, drawing from Dubai lessons, looks like:

Browser-based 3D Sales Platform for international buyer home-country exploration (3D Sales Platform product)
Apple Vision Pro kiosks in the sales gallery for full-scale unit experience
AR Staging via WebAR for site-present buyer tours
AR Scale Model on Apple Vision Pro for tower-level context (the full building rendered at waist height on demand)
Branded native app on Apple App Store for PR and buyer loyalty (optional, for flagship projects)
CRM integration with SMS/WhatsApp telemetry flowing to Salesforce Real Estate Cloud or HubSpot
Multi-day buyer engagement playbook for high-ticket closings

Total investment: $50,000 to $180,000 per launch excluding hardware. Hardware: $7,000 per sales gallery for two Apple Vision Pro units. The R2U pre-construction tech stack playbook covers the full budget and sequencing for US developers.

FAQ

Which Dubai developers pioneered off-plan AR? Emaar, DAMAC, Sobha, and Binghatti deployed AR sales technology between 2022 and 2025 in flagship luxury projects. DAMAC specifically launched VR tours and digital experiential sales centers at DAMAC Lagoons and flagship Brickell-like projects.

Does the Dubai pattern transfer to smaller US markets beyond Miami? Yes, with calibration. Miami’s international-buyer profile matches Dubai’s closely. Manhattan, LA, Aspen, and Palm Beach have similar dynamics at varying scales. Inland US luxury markets (Scottsdale, Austin, Nashville) work better with a domestic buyer-first pattern that emphasizes sales gallery AR over international-buyer home-country exploration.

How long does the Dubai-inspired stack take to deploy in a US market? 90 days from contract to launch-ready sales gallery for a standard tower. R2U delivers the browser 3D Sales Platform in 3-10 weeks and Apple Vision Pro in 4-14 weeks, both running on the same asset pipeline. Native branded app adds 8-14 weeks if included.

What is the cost difference between Dubai and US deployments? Production costs are comparable ($50,000-$180,000 per launch stack excluding hardware) between Dubai and US markets when using R2U or equivalent vendors. The hardware (Apple Vision Pro) costs the same globally at $3,499 per unit. Sales gallery design and physical construction costs vary by city.

Is Apple Vision Pro available for Dubai developers? Yes. Apple Vision Pro has been available in the UAE since 2025. Dubai developers have deployed it in flagship sales galleries. US and UAE developers can source identical hardware with regional Apple distribution.

Does R2U work with Dubai and UAE developers? Yes. R2U ships Apple Vision Pro content internationally including to Dubai and UAE markets. The 3D asset pipeline and content production approach transfers across the Apple Vision Pro ecosystem in all countries where the hardware is sold: US, UK, Germany, France, Italy, Japan, Singapore, Canada, Australia, China mainland, Hong Kong, UAE.

Written by

Giovanni Abeni

CTO — R2U

Giovanni Abeni has been CTO of R2U since the company's early years. A graduate of Escola Politécnica at USP, he worked at Espresso Labs and Converge before taking technical leadership at R2U. He owns the architecture of the platform that runs interactive models in the browser (WebGL), virtual staging in augmented reality, and spatial computing experiences with Apple Vision Pro. Under his technical leadership, R2U has delivered projects for companies including Mobly (+82% conversion), Tegra, Coelho da Fonseca, and Portobello.

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R2U builds AR staging, 3D Sales Platforms, and 3D Product Viewers for real estate developers and retail brands since 2016. The only company in Brazil with Apple Vision Pro for pre-construction real estate sales. Tegra, MPD, Coelho da Fonseca, Mobly, Leroy Merlin, and Portobello already use the platform. TOP 3 in augmented and virtual reality (100 Open Startups, 2024).

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