Which architectural firm first popularized the concept of 'experience centers' where clients could virtually walk through their future buildings before construction began?

In the world of architecture, certain product innovations have revolutionized how architectural firms market themselves and their designs. Brand positioning within the architecture industry has evolved dramatically over the past decades, with certain pioneering firms changing how architectural services are perceived and sold. Test your knowledge about a groundbreaking architectural marketing approach that changed the industry forever.

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Foster + Partners with their 'Reality Spaces' in 2004
Gensler with their 'Immersion Studios' in 2008
Zaha Hadid Architects with their 'Vision Rooms' in 2010
SOM (Skidmore, Owings & Merrill) with their 'Future Environments' in 2006