MAGNA: Digital Transformation

With twelve destinations in flight across 120 kilometres of coastline, and 95% of the region preserved as nature, every decision — design, planning, sales, and communication — needed to be made against the same accurate picture of the future. The question wasn't how to visualise MAGNA. It was how to make one strategic digital asset serve an entire organisation, every day.

As lead agency, LXR's role was to take a world-class digital twin and operationalise it, moving it from a visualisation asset to the connective tissue of the business. That meant treating the twin the way a technology company treats its codebase: securely hosted, version-controlled, continuously delivered, and consumable by any team, on any surface, at any time.

The twin and its entire ecosystem of assets live on the LXR Spatial Platform — managed, permissioned and versioned in a single secure repository. The platform's CI/CD pipeline automates building, testing and releasing every application that draws on it, so improvements to the master asset propagate everywhere at once. Delivery to end users runs on LXR Spatial's pixel streaming: full-fidelity, real-time experiences served from the cloud to any device in a browser — no installs, no high-end hardware, no compromise.

Every deliverable in the ecosystem draws from the same governed twin — which means product accuracy survives every handoff. The design that leadership approves is, verifiably, the product that marketing presents and the customer explores. No redrawn renders, no out-of-date geometry, no drift between what was decided and what was shown.

Executive Design Reviews

Where accuracy is established. Leadership reviews and signs off the product in the twin itself, at the highest level of fidelity — decisions are made on the real asset, not an interpretation of it.

Sales Applications

Where accuracy meets the market. Commercial teams present from the same verified environment, so every claim made to a buyer is backed by the approved design — current, correct, and consistent across every meeting.

Web Experiences

Accuracy at public scale. The twin streams to the browser, giving the public the genuine product rather than a marketing approximation.

AR Applications

Accuracy in the customer's hands. The final step of the chain: the customer holds the approved design in their own space, and it is the same asset that entered the pipeline at design review.

Adoption at department scale isn't won by experiences alone; it's won by operations. LXR designed and built the systems that made the twin genuinely usable as infrastructure: a 3D asset tracking system so every model, in every version, is findable and accountable; content library systems so teams self-serve approved assets rather than requesting renders; and visualisation extraction pipelines that turn the master asset into stills, films and content at production pace. This is the part of digital transformation that rarely makes the case study — and decides whether it works.

What began as a visualisation asset became the shared infrastructure of MAGNA's design and marketing departments — the single environment where the product is reviewed, approved, marketed, and delivered. Today the twin is the default way of working across design and marketing: the same governed asset that leadership reviews is the one the marketing team ships to the customer.