One Amazon Lane Augmented Reality Experience

THE CLIENT

Amazon Web Services (AWS) is a global cloud computing platform that provides on-demand access to computing power, storage, databases, and advanced services like artificial intelligence and machine learning. AWS also powers many of Amazon’s own consumer experiences, including smart home devices and services that connect and automate everyday living.

THE CHALLENGE

AWS debuted One Amazon Lane, a curated, full-scale 4,500 square foot home at AWS re:Invent 2026, featuring eight immersive spaces where attendees explored Amazon innovations in robotics, security, entertainment, home automation, and delivery.

The One Amazon Lane experience illustrates how AWS underpins the products and services people interact with every day, translating complex cloud capabilities into tangible, relatable moments. By grounding AWS technology in real-life scenarios, the experience aimed to inspire attendees to envision new possibilities for innovation within their own organizations.

While the full-scale home installation at re:Invent delivered engagement and impact, its size and complexity made it impractical to replicate across global events with smaller footprints. To address this, 900lbs was engaged to reimagine the experience as a compact, modular solution, one that maintains the richness of the original concept while being transportable, scalable, and adaptable for diverse venues worldwide.

THE SOLUTION

To extend the impact of the full-scale One Amazon Lane house into a format suitable for global deployment, 900lbs developed a compact, transportable solution that preserves the richness of the original experience while enabling scalability across AWS events. Leveraging the original 3D design files, the team engineered and fabricated a detailed physical mini-model of the Amazon House, transforming it into a tactile centerpiece for an augmented reality-driven experience.

We produced an iPad-based augmented reality application that uses the physical model as an interactive canvas. Attendees explore the environment through layered digital content, where animated 3D elements seamlessly integrate with the miniature structure. This approach creates a compelling blend of physical and digital storytelling, allowing the One Amazon Lane ecosystem to come to life in a highly engaging and accessible format. Key moments, including autonomous delivery via drone, next-generation mobility through Zoox vehicles, and last-mile logistics with Amazon delivery vans, are visualized through dynamic 3D animated elements and interactive hotspots. Each touchpoint reveals how underlying AWS services power these real-world innovations.

To deepen engagement, the experience incorporates spatial audio and recognizable brand sound cues, such as the Ring Doorbell, enhancing immersion and reinforcing familiarity with Amazon’s ecosystem. Custom-developed copy and video vignettes accompany each interaction, translating complex technical concepts into clear, relatable narratives that demonstrate how AWS capabilities can be applied to drive innovation across industries.
Recognizing the global nature of AWS events, the solution was designed with built-in localization capabilities, enabling seamless adaptation of language and content for diverse regional audiences. This ensures consistency in storytelling while maintaining relevance and accessibility worldwide.

An integrated AI-powered avatar further enhances the experience by serving as an on-demand guide. Attendees can engage with the avatar at any point to ask questions and explore topics in greater depth, creating a more personalized and conversational learning journey. The avatar also supports multiple languages, aligning with the broader localization strategy.
Finally, an intuitive admin panel was developed to give AWS event teams control over the experience configuration. Ambassadors can tailor the demo in real time by selecting which solutions or narratives to highlight, allowing the experience to align with specific event goals, audience profiles, and industry focus areas.

THE RESULTS

The One Amazon Lane Augmented Reality Interactive Demo made its public debut at the AWS Summit in Paris, France in April 2026, where it was met with overwhelming positive reception. It is scheduled to be featured at over nine major AWS events across the globe in 2026, to diverse audiences, with confirmed stops in major metropolitan areas ranging from London and Los Angeles to São Paulo, Brazil.

The solution was intentionally designed with scalability at its core, enabling AWS to continuously expand and evolve the experience over time. Built on a flexible content and technology framework, the demonstration allows for the seamless integration of new Amazon products, services, and solution narratives without requiring a full redesign.

This modular approach ensures that as Amazon innovates, the One Amazon Lane experience can be easily updated to reflect the latest advancements, keeping the content fresh, relevant, and aligned with current AWS priorities. New storylines, interactive elements, and use cases can be introduced to highlight emerging technologies and real-world applications, extending the lifespan and value of the investment.

By enabling ongoing expansion, the experience not only grows in scope but also deepens its impact, continuously sparking new ideas and “thought starters” for attendees. As a result, AWS is equipped with a dynamic storytelling platform that evolves alongside its ecosystem, inspiring customers to explore new possibilities and drive meaningful business outcomes through AWS.