Hi there, 

As a listed company, Realfiction is obliged to inform the market on important company events and our financial progress in press releases and our regular reports. But we are also aware that many of our shareholders are eager to get more information on our activities, orders, partners and end-clients. And there is a lot happening that we want to share with you.

To address this, Realfiction will start publishing a bimonthly newsletter where we will be able to tell you a little bit more on what is happening to complement our regulatory channels. This first edition includes an interview with storytelling developer Mikkel Lee at LEGO on our mutual effort to evaluate DeepFrame in the LEGO universe. We will also share information on our recent activities in the USA to build on the strong DeepFrame interest in the region, and some interesting picks from our order book.

I hope you enjoy this newsletter, and feel free to email us if you have any suggestions on topics for upcoming editions.


Clas Dyrholm
CEO, Realfiction Holding AB (publ)


After a completed two-week test period with DeepFrame at LEGO headquarters, Realfiction has initiated further discussions with different branches of the company.

As stated in the February press release, the purpose of the test period was to get valuable feedback for the further development of the DeepFrame technology and to evaluate how it can be used in the LEGO universe.

After a first round of testing at LEGO Innovation House with LEGO employees, partners and important customer groups, the parties will now primarily focus on the possibility to use DeepFrame for experience-related implementations. Discussions has been initiated with selected branches, including the LEGO House branch.

“This inspiring test period at LEGO headquarters provided us with important feedback for the ongoing development of our DeepFrame platform, and we are now one step closer to actual installations at LEGO locations,” says Realfiction’s CEO Clas Dyrholm.

A video from the DeepFrame installation at LEGO can be found here.
To read the press release published on February 28, click here.


To follow up on the strong DeepFrame interest in the USA during the CES week, the company has attended Digital Signage Expo in Las Vegas and two partner workshops in Los Angeles.

Digital Signage Expo (DSE) is a trade show aimed at the whole digital signage industry, and Realfiction was able to present its DeepFrame and Dreamoc lines of Mixed-Reality displays to the industry at large as well as to specific potential clients. The positive meetings and discussions initiated as DSE will be followed up in the following months.

Following this, the company conducted DeepFrame workshops with two different companies. The first one had 50-60 participants and was done together with IW Group that is active in advertising and PR. The second one was a two-day workshop with Los Angeles based Mousetrappe. Mousetrappe is an award-winning creative studio that develops and produces immersive and impactful media-based experiences in shows, films, attractions and more, with clients like Universal Studios and Ferrari.

The Mousetrappe event was split between a one-day internal workshop, and one day with ten presentation slots for clients. Mousetrappe has previously worked with technology for creating holographic images and should thus be able to create great experiences and content with Realfictions MR solutions. 

Lastly, the company updates on the recent rental activity for the new Dreamoc Diamond display, with a recently completed rental through the partner Eventworks4d for a convention in Boston, as well as an upcoming rental in June through the partner PM Screen for a trade fair. Both rentals are eventually for end-clients.  


Realfictions has appointed IR communication agency Honeybadger, based in Gothenburg, Sweden, as the company’s IR partner.

This will strengthen Realfiction’s efforts to provide regular updates and transparent information regarding its activities to the company’s shareholders, potential investors, media and others. As stated in the February press release, Honeybadger will assist Realfiction with strategic advice and in the company’s ongoing communication activities such as the production of press releases, financial reports and PR campaigns.

The press release published on February 14 can be found here.


Realfiction’s first testing of a ready-made MR concept at Fisketorvet shopping mall in Copenhagen, Denmark, was a success. Dialogues have been initiated with several Nordic retail real estate companies.

These companies are interested in implementing this and similar MR concepts in their shopping malls to enhance the customer experience.

“We are pleased with the outcome of this test period, including good interaction numbers in the so-called millennial target group that is valuable to reach for shopping malls. You always learn a lot from on-site testing, and we will use this information to improve our retail concepts going forward,” says Realfiction’s CEO Clas Dyrholm.

During the test period, 3,5 percent of all persons passing by the main Dreamoc installation stopped and engaged in the mixed reality experience. The average viewing time was 6.2 seconds. Millennials were the most responsive age group, which is encouraging as they were the primary target group for the concept.

A video showing the concept at Fisketorvet shopping mall can be found here.

To view the press release published on February 26, click here.


Several Dreamoc and DeepFrame orders were confirmed in Q1 2018, with the first DeepFrame installation in the Middle East to IT giant IBM as one important example.

The IBM order, that was presented on April 16, consisted of one DeepFrame system that is to be used at IBM’s new innovation center outside of Abu Dhabi in the United Arab Emirates. The sale was made through Realfiction’s long-time partner Digital Mood, that will also be responsible for the digital content used in the installation.

In the same press release, Realfiction also stated that Mindstec, Realfiction’s distributor in the Middle East region, had ordered a Dreamoc Diamond unit that will be used in their showroom and for short-time rentals. The two Realfiction partners Digital Mood and Mindstec will be collaborating on Dreamoc Diamond presentations and rentals.

“I am excited to present these orders in the Middle East. ´Seeing is believing´ is a very relevant expression when it comes to showing that our products have a natural role to play as a part of the many extravagant, high-tech projects in the region. With these installations in place, our partners will have the best possible conditions to succeed with this on a large scale,” says Realfiction’s CEO Clas Dyrholm.

To read the press release published on April 16, click here.


Amongst the other orders processed so far this year, we are really proud to have sold a DeepFrame One system to Realfiction’s partner Animmersion for their client Great Exhibition of the North, that will take the DeepFrame on tour around the north of England, exhibiting at many different and interesting cultural venues.

The company also sold 30 Dreamoc HD3 systems through its partner Cosium Lab to the French company Maison Acuitis. These systems will be used in retail locations throughout France, Luxembourg and Switzerland.

Finally, the company has sold DeepFrame for showroom installations to partners in Spain, Germany (2), United Kingdom and the Netherlands, as well as Dreamoc Diamond for showroom installations in Spain, Germany and the UAE. 

Realfiction’s general policy is to present orders worth over 1 MSEK, and those that are of specific interest due to other factors, in press releases. Additional orders worth mentioning, but not deemed to be insider information, will be published in newsletter articles and other media channels.


Mikkel Lee, who is involved in developing new ways of doing storytelling at LEGO, is excited about the possibilities of using DeepFrame in the LEGO universe.

“Using reality as the platform makes it relatable, inserting a digital object into that same reality is what makes the DeepFrame a larger-than-life experience. If you ask me, that’s storytelling right there,” he says.

Putting the kids center-stage
LEGO Innovation house is LEGO’s internal innovation hub for most of LEGO’s departments, where new ideas are made, tested, and evaluated. It was decided to be the perfect place for letting LEGO employees and partners view and try out the features of DeepFrame during the testing period in February and March of 2018.

Naturally, LEGO Innovation House is a place where employees from all over LEGO congregate to experience the newest and out-there ideas. But the project between LEGO and Realfiction came from a conversation about ghosts. Mikkel Lee explains:

“A few years back, I was working on a museum here at LEGO and wanted to tell stories about ghosts. The question is, how do you do that convincingly to a museum audience? I was approached by Peter from Realfiction at the time, and he said, ‘I know how to do that’ and that’s how this project started.”

“For me it’s about putting the kids center stage and enhance their world. The DeepFrame can make LEGO come alive. By projecting additional features or objects into the real world you are enhancing reality,” says Mikkel Lee, who’s interest in new technologies is self-evident.

“It’s my responsibility to find and introduce new ways of doing storytelling at LEGO, and while augmented reality has been around for a while, the technology behind the DeepFrame provides such a level of detail and at such a scale that it makes the experience very convincing. That’s why we chose to do an experiment with the DeepFrame”.

Imagining the DeepFrame in action
Testing concepts in real life is, not surprisingly, a central part of innovation. Merely talking about technology can become very abstract and rarely leads anywhere, whereas testing technologies in real life gets people talking and thinking.

“If you want new technologies implemented, you need people to become interested and start thinking for themselves. You need them to develop their own vision for the new technology. They need to see for themselves what the technology can and cannot do,” says Mikkel Lee, who emphasises the emotional qualities that the DeepFrame experience provides:

“With the DeepFrame’s ability to deliver a high-resolution image the illusion became real. So much so, that employees walked off in protest when the animation movie portrayed the LEGO figure being eaten by a shark. The DeepFrame’s ability to engage viewers emotionally to such a degree is its true strength and what has lead employees to be able to imagine future possibilities with the technology.”

The future of rides and retail
Looking to the future, the DeepFrame project has kicked off a dialogue between LEGO and Realfiction. How a collaboration may come to fruition is still in the unknown. But one thing is for sure, the idea of using mixed reality in the LEGO experience is alive and well.

“Imagine implementing holographic lenses on rides in LEGO Land. Here we’d be able to project anything imaginable onto the surroundings, like the Ninjago or Elves theme. The experience could be changed from day to day or tailored to the individual rider. This is interesting because it would heighten the ride experience and simultaneously offer a cost-effective solution, as you’re just swapping digital layers instead of physical structures,” says Mikkel Lee and continues:

“Of course, the possibilities don’t stop here, and I imagine that stores could use the technology to display the newest products or themes in a fascinating manner by the touch of a button”.

Mikkel Lee sees the merging of digital objects into our world as a trend that will take hold:

 “There’s no doubt that screens are playing a bigger role in our public spaces, and the holographic technology stands out and makes people stop. But it’s the ability to merge digital objects with reality that makes the difference. People need something that is relatable. The trend is definitely leaning towards technologies that can take storytelling to the next level,” Mikkel Lee concludes.