150,000m² in 90 Mins: How Over the Reality Brought Indoor Navigation to Città Fiera with Insta360 X5

Getting lost in a shopping mall may finally be a thing of the past. Over the Reality, the Italian spatial AI company building one of the world's largest 3D map datasets, has deployed its app-less indoor navigation system at Città Fiera in Udine, Italy, the largest shopping center in the Alpe Adria region and one of the largest in the country. The entire venue, 150,000m² of gross leasable area (GLA) hosting more than 230 stores, was captured with a single Insta360 X5 in a 90-minute walkthrough. No beacons, no site survey crews, and nothing for visitors to download.

Wayfinding at the Scale of a Small City

Città Fiera is closer to a small city than a store: more than 230 stores, around 30 restaurants, a hypermarket, and an 11-screen multiplex spread across 150,000m² on multiple levels, the equivalent of roughly 21 football pitches under one roof, welcoming over 8 million visitors a year. At that scale, "Where is the store I'm looking for?" is one of the most common questions visitors ask, and one of the hardest to answer well.

Indoors, GPS simply doesn't work. Traditional fixes come with heavy trade-offs: Bluetooth beacon networks require hardware installation and constant maintenance, LiDAR surveys mean specialized crews, long lead times and prohibitive costs, and dedicated navigation apps face a brutal adoption problem, few shoppers will download an app just to find a shoe store.

OVER's approach removes all three obstacles at once.

What is OVER?

Over the Reality operates a spatial AI platform that turns ordinary camera footage into machine-readable 3D maps. Each mapped location becomes a digital twin, a 3D point cloud plus a photorealistic Gaussian Splatting render, that powers OVER's Visual Positioning System (VPS): any device with a camera can send a single frame to the VPS API and receive its precise position and orientation in space, with centimeter-level accuracy and re-localization latency under 100 milliseconds, indoors and outdoors.

On top of the digital twin, OVER's web publishing tools let venues anchor AR content, navigation paths, points of interest, promotions, exactly where it belongs in the physical space, and deliver it through the browser. With more than 270,000 locations already mapped worldwide, OVER's technology powers AR experiences, robotics localization, and spatial AI applications globally.

The Workflow: From X5 Walkthrough to Live Navigation

Here's what the Città Fiera deployment actually looked like:

Capture everything in 90 minutes. A single operator walked around the mall with an Insta360 X5 on an extended selfie stick, recording 8K 360 video. In a single 90-minute session, all 150,000m² were covered. Full 360 capture means every storefront, corridor, and junction is captured from every angle, no return trips, no missed spots.
Reconstruction. The footage was uploaded to OVER's platform, where the AI pipeline automatically reconstructed the venue into a 3D digital twin: a dense point cloud for localization and a Gaussian Splatting render for visualization and content authoring.
Enable VPS. The twin instantly became a live localization map. From that moment, any smartphone camera pointed at the mall's interior could be positioned within it to centimeter accuracy in less than 100ms.
Author routes and destinations. Stores, restaurants, services, and exits were pinned directly inside the digital twin, generating the navigation graph shoppers follow.
Navigatewithout extra apps. QR codes placed at entrances and key junctions activate the experience. Visitors scan, their browser opens, and AR directions appear overlaid on the real corridors in front of them.

Why It Matters

Speed and cost. What traditionally required survey crews, weeks of lead time, and dedicated hardware became a 90-minute walkthrough for one person with one camera captured during normal opening hours, with zero disruption to the venue.
Zero infrastructure. No beacons to install, power, or maintain. The mall's existing architecture is the positioning infrastructure.
Zero friction for visitors. No app download is needed. A QR scan opens turn-by-turn AR navigation in the browser of any modern smartphone.
Accurate positioning. VPS localization is accurate to the centimeter enough to guide someone to a specific storefront, not just a general area, even in visually repetitive multi-level galleries.
Real-time responsiveness. Re-localization latency stays under 100ms even across a huge area. Position fixes feel instantaneous: AR directions lock onto the corridor the moment the camera opens and stay locked as visitors walk. At this scale, sub-100ms latency is the difference between a seamless experience and a tech demo.
A platform, not a one-off. The same digital twin that powers wayfinding can host AR marketing campaigns, promotions anchored to specific storefronts, and remote virtual visits turning a single 90-minute capture into a persistent digital layer for the venue.

Why Insta360 X5?

For 3D reconstruction pipelines like OVER's, capture quality and coverage density are everything and this is where X5 earns its place in the workflow. Its 8K 360 recording delivers the resolution and detail the reconstruction AI needs, while its large sensors and low-light performance handle the mixed artificial lighting typical of mall interiors. Because a 360 camera captures the full sphere in a single pass, one walkthrough produces the dense multi-viewpoint imagery that would take hundreds of individual photos with a conventional camera. And the invisible selfie stick effect keeps the operator out of the data.

Just as important: X5 fits in a jacket pocket. Mapping a live commercial venue with shoppers around demands equipment that is fast, silent, and unobtrusive a flagship consumer 360 camera turns out to be the ideal professional surveying tool.

"Insta360 X5 changed the economics of indoor mapping for us. Covering 150,000 square meters used to mean specialized crews, dedicated hardware, and weeks of lead time. With X5, it was a 90-minute walk with a camera that fits in your pocket and the result is a centimeter-accurate digital layer that 8 million annual visitors can use without downloading anything." — Diego Di Tommaso, Co-founder & COO, Over the Reality

See It in Action

How OVER Built Indoor Navigation for One of Europe’s Largest Shopping Malls:

Inside the 3D Point Cloud of a 150,000 sqm Shopping Mall | Città Fiera:

Ready to explore?

Learn more about OVER's indoor navigation, digital twins, and VPS at overthereality.ai and business.ovr.ai, and discover how Insta360 Enterprise cameras like Insta360 X5 power spatial AI at scale.

About Over the Reality

OVER the Reality is a spatial AI company headquartered in Udine, Italy. By combining one of the world's largest crowdsourced 3D mapping datasets with its centimeter-accurate Visual Positioning System (VPS) and web-based XR publishing tools, OVER enables app-less AR experiences, indoor and outdoor navigation, robotics localization, and digital twin applications for enterprises worldwide.

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