Spotlight
November 10, 2026
Beyond the product page: Logitech G’s 360° Racing Studio
Most product pages don’t have a cockpit. The 360° Racing Studio from Logitech G does, and it runs on Unreal Engine.
Built for the gaming gear brand’s e-commerce website by The New Face, the 360° immersive racing studio experience invites shoppers to step into a full-sim racing studio, look around, and build their setup.
Here’s why Logitech G wanted a room instead of a page and how the team put it together.
Built for the gaming gear brand’s e-commerce website by The New Face, the 360° immersive racing studio experience invites shoppers to step into a full-sim racing studio, look around, and build their setup.
Here’s why Logitech G wanted a room instead of a page and how the team put it together.
Courtesy of Logitech G
Why Logitech G built a room
For Logitech G, a racing rig is more than a list of parts. “When someone builds a sim racing setup, they’re not just purchasing individual products—they’re curating an experience,” says Raffaele Masi, Global Head of Digital Innovation & Product at Logitech. The team wanted the digital space to carry the same care as the hardware.The payoff is practical. Seeing gear in a realistic spatial context shows shoppers how big it is and how it fits together. “Visualizing gear within a realistic spatial context gives shoppers complete clarity regarding scale, layout, and ergonomics,” adds Masi.
“When someone touches a piece of Logitech hardware, that connection is instantaneous,” says Masi. Recreating that physical presence on screen has long been a creative challenge, and the studio is Logitech G’s way of bridging the divide.
Courtesy of Logitech G
Putting it together in Unreal Engine
To pull off their vision, Logitech G turned to Paris-based Unreal Service Partner The New Face.On the visual side, the team used Lumen, UE5’s dynamic global illumination system, to update indirect lighting on the fly, and Nanite virtualized geometry to render highly detailed meshes in real time. “Lumen and Nanite gave us enormous freedom to push detail and lighting without constantly thinking about traditional constraints,” says Array Bercov, the creative studio’s CTO and Co-Founder.
Courtesy of Logitech G
Movement came from Sequencer, Unreal Engine’s built-in nonlinear animation editor, which drives the camera, motion, and visual effects. “Sequencer is a pleasure to work with, and I love that Epic is always adding to it,” says Bercov. “Using Unreal often feels as much like working with a choreographic and cinematic tool as it does a game engine,” he adds.
Building in efficiencies
Under the hood, products are treated as polymorphic product Actors, sharing a common foundation while retaining their own behaviors. “That meant they could all speak the same visual language of camera, movement, and VFX, while giving us room to experiment with what made each product distinct,” says Bercov.The 3D runtime also talks to the rest of the platform over standard protocols instead of sitting in isolation. The experience works as an e-commerce platform too, with a Salesforce integration that makes commerce part of the experience rather than a separate step.
Treating the browser like a high-end desktop
Unreal Engine’s Pixel Streaming feature runs the application remotely and streams the rendered frames to the browser, meaning anyone can access it without needing to install an executable or have a high-powered workstation. “Pixel Streaming allowed us to treat the browser experience as a high-end desktop experience rather than designing around the limitations of the browser itself,” says Bercov.Loading time was one of the key challenges, so the team used asynchronous loading wherever possible to make the transition into the experience feel seamless. “The web creates an expectation of immediacy,” explains Bercov.
Courtesy of Logitech G
What’s next
Logitech G calls the 360° Racing Studio an exploration—it’s a first for the brand. Where it leads is still evolving, and the team will keep approaching it with curiosity, care, and a focus on the user experience.The New Face is just as keen to see where it goes. “There were endless directions we could have taken it, and it’s exciting to think about where we can go from here,” says Bercov.
For now, the seat is open. Step into the Logitech G 360° Racing Studio.