--- title: "New Discovery showed immersive work at Border Tech 2019" description: "New Discovery at Border Tech 2019 in Ciudad Juárez, showing immersive systems to maquiladoras and institutions." url: https://newdiscovery.agency/news/welcome-to-border-tech-2019/ language: en --- Industry Event 4 min read # New Discovery showed immersive work at Border Tech 2019 At Border Tech 2019 in Ciudad Juárez, the agency pitched immersive systems to manufacturers as process and cost improvements. Article Details Category Industry Event Published September 2019 Read Time 4 min Author New Discovery Agency At Border Tech 2019 in Ciudad Juárez, the agency pitched immersive systems to manufacturers as process and cost improvements. [Back to News](https://newdiscovery.agency/news/) New Discovery took immersive industrial demos to Border Tech 2019 at the Las Anitas Convention Center in Ciudad Juárez, into a room of government officials, institutions, and the region's larger maquiladora and development companies. The pitch was practical rather than technological: process optimisation, time saved, cost saved, continuous improvement. That framing — immersive systems described in the vocabulary of a plant manager rather than of a studio — is the thread that runs through everything the agency did in industry afterwards. The agency's own account of the event survives at two legacy addresses, [welcome-to-border-tech-2019](https://newdiscovery.agency/welcome-to-border-tech-2019/) and [welcome-to-border-tech-innovation-event2019](https://newdiscovery.agency/welcome-to-border-tech-innovation-event2019/). The event ran on September 19 and 20, 2019, the second edition, and the press around it gives the scale we were exhibiting into: about 150 stands, free entry, and roughly ten thousand visitors expected across the two days, with Jalisco and Coahuila as guest states. [El Diario de Juárez](https://diario.mx/economia/2019/sep/06/video-anuncian-segunda-edicion-del-border-tech-495259.html) announced it two weeks out; [El Diario de Chihuahua](https://www.eldiariodechihuahua.mx/estado/2019/sep/12/convocan-a-comunidad-fronteriza-al-border-tech-2019-299815.html) carried the call to the border community a week later. It was a government build, not a trade show: Ciudad Juárez's Dirección de Desarrollo Económico, whose director Humberto Álvarez Quevedo framed it as showing what the Juárez–El Paso–Las Cruces region already has, together with the state's Secretaría de Innovación y Desarrollo Económico under Alejandra De la Vega. Industry 4.0, artificial intelligence, drones, IoT, smart cities, gaming and robotics were the billed subjects — which is the room an immersive-training argument wanted to be in, in 2019. ## Immersive systems were being described here as _better processes and more consistent outcomes._ Border Tech predates the way the agency organises its services today, but the argument is the same one it makes now. The thread continues into [Bosch Innovation Day](https://newdiscovery.agency/news/new-discovery-at-bosch-innovation-day/), [the Querétaro Automotive Cluster meeting](https://newdiscovery.agency/news/new-discovery-at-queretaro-automotive-cluster-directors-meeting/) and [The Bridge Accelerator](https://newdiscovery.agency/news/gana-agencia-local-de-vr-en-the-bridge-accelerator/). ## What was on the stand at Border Tech _became the cases that followed._ The current framing of those capabilities lives on the [Augmented Reality](https://newdiscovery.agency/innovation/augmented-reality/), [Virtual Reality](https://newdiscovery.agency/innovation/virtual-reality/) and [Mixed Reality](https://newdiscovery.agency/innovation/mixed-reality/) pages. [Johnson & Johnson](https://newdiscovery.agency/case-studies/johnson-johnson/) shows immersive training inside a regulated industrial environment, and [Trainlight](https://newdiscovery.agency/case-studies/trainlight/) shows the same direction turned into a product. More News [ Speaking Jonalex Herrera's TEDx talk on migration and identity He reshot his own border film after a director lost its essence, and told TEDx Ciudad Juárez what newcomers owe the city that takes them in. Read ](https://newdiscovery.agency/news/jonalex-herrera-at-tedx-ciudad-juarez-2024/) [ Borderplex Event New Discovery at Juárez Exponencial's supplier day Juárez Exponencial 2022 put 31 maquiladoras and 80 national suppliers in the same rooms, with New Discovery pitching immersive training. Read ](https://newdiscovery.agency/news/new-discovery-at-juarez-exponencial-supplier-networking-event/) [ Podcast Liz Pasillas and Jonalex Herrera on the Innovator Podcast The two founders talked innovation and company direction on the Innovator Podcast in March 2020, months before the Juárez coverage. Read ](https://newdiscovery.agency/news/liz-pasillas-and-jonalex-herrera-on-innovator-podcast-new-discovery-media/) From news to proof ## The coverage tells the story. _The case studies show the work._ Each case study shows the system, the technology, and the impact behind what makes the news. [See case studies](https://newdiscovery.agency/case-studies/)