44 • March 2017 www.concreteproducts.com
The company will engage ConExpo-Con/Agg
2017 attendees with the MasterVision virtual
reality system. A self-directed experience
offering a real world perspective not possi-
ble in print or video, MasterVision provides
a total immersion opportunity that brings
complex and innovative concepts to life.
"With virtual reality, we can take our
industry on a voyage of discovery, convey-
ing much more intense information about our
BASF ADMIXTURE SYSTEMS
Ready to take users through the BASF Ad-
mixture Systems virtual laboratory, Mas-
terVision debuted in January at the 2017
World of Concrete. The virtual reality plat-
form returns to the Las Vegas Convention
Center this month for ConExpo-Con/Agg.
PHOTOS: Concrete Products
technologies, and how we create chemistry,"
explains Sven Asmus, global business seg-
ment director for BASF Concrete Admixtures.
MasterVision users can begin with a
tour of a virtual city where replicas of the
world's most iconic "supertall" skyscrapers
rise up out of the landscape to their con-
structed heights. BASF Admixture Systems'
Master series products have contributed to
the construction of the structures—thought
to be questionable or impossible just over
a decade ago—including One World Trade
Center in New York City, Burj Khalifa in
Dubai, and the mile-high Kindom Tower
under construction in Jeddah, Saudi Arabia.
Users can then take a virtual laboratory
tour, experiencing in a 3D environment how
innovative products help construction pro-
fessionals realize new concrete performance
• Master X-Seed. An engineered admixture
of suspended crystal seeds containing
nanoparticles, it accelerates concrete