Reply introduces an AI-controlled immersive room, starting with fine dining

A dining room’s walls, sound and lighting can become part of the meal in Reply’s new AI-coordinated space. Announced on October 21, 2026, Reply Immersive Experience combines interactive surroundings with brand storytelling. Its first format, AQUA by Christian Mandura, is scheduled to premiere that day during Buonissima in Turin.

Infinity Reply, the group company specializing in real-time 3D and immersive technology, developed the installation. It is based at Reply House, the group’s new headquarters in Turin. Reply describes the room as a setting where audiences can discover products, interact with digital scenes and participate in stories unfolding around them.

The room responds within a designed format

An AI orchestration system—the software coordinating the room’s different elements—controls 360-degree wall projections, spatial audio and lighting. Reply says images, sound, light and settings change in real time, adapting to the experience and audience interactions.

Participants can use their voices to explore content and influence how scenes develop. That participation has a defined boundary: the available interactions depend on the options established for each format.

The intended uses extend beyond dining. Reply says the same infrastructure can support product presentations and product configuration in retail and design, alongside events and performances. Content, room settings and ways of participating can be adapted to each project’s objectives.

Six acts, with the menu and scenery moving together

AQUA is described as a six-act multisensory performance combining fine dining, AI and storytelling. Its scheduled premiere forms part of Buonissima, the Turin event bringing together gastronomy, art and beauty. The story progresses alongside the menu, with images, sound and light transforming the room course by course to provide a setting dedicated to each act.

AI also contributed before the performance, through Mandura’s collaboration with GenAI Cooking. Created by Machine Learning Reply, the group’s AI specialist, the tool helped develop AQUA’s menu. The company describes a multi-agent architecture: several specialized AI agents divide up research, ingredient selection and recipe development.

Their contributions are refined progressively as the system explores ingredient combinations and cooking techniques. Reply says that work produces a cohesive menu concept, which Mandura then interprets in the final dining experience.