In the new Rexroth CU.BE (short for Customer Benefits Center) showroom, a hybrid orchestration concept combines physical industrial automation technology with a digital 3D environment and interactive experience. With a virtual extension of the Rexroth model factory — implemented through a spatial integrated large-scale LED wall — synchronized processes, flexible changeover procedures and alternative workflows can be demonstrated in realtime. By applying and using this physical-digital blueprint, developers, suppliers and customers are able to quickly prototype scenarios to envision together needs for the future of the factory.