Royal® Building Products Launches “In the Lab” 360 Video Series: Entertaining VR Content Showcases Innovative Product Benefits in Immersive Format

  • Royal Building Products “In the Lab” 360 Videos, launching April 14, provide building industry professionals with a new way to experience Royal’s extensive lineup of innovative exterior products and learn more about unique product features and benefits.
  • Hosted by Roy, who is part “mad scientist” and part engineer, and his trusty sidekick, Al, the 360 videos deliver technical product demonstrations in an immersive and entertaining virtual reality (VR) format.
  • Royal is offering free VR cardboard viewers at

WOODBRIDGE, ONTARIO​Royal® Building Products, a Westlake company and leading manufacturer of exterior building products, has launched “In the Lab,” a series of 360 videos produced to give industry professionals the chance to experience its products in an immersive and entertaining virtual reality (VR) environment.

Produced to engage both trade show attendees as well as digital audiences, the VR videos feature a quirky pair of hosts “Roy and Al,” who invite the audience into their secret state-of-the-art underground laboratory beneath Royal’s headquarters. The concept was inspired by Royal’s actual research and development facilities, where R&D product engineers put Royal’s building materials, such as Atlas Stone™ Composite Stone Panels and Zuri® Premium Decking, through rigorous testing procedures for quality and performance.

> Preview Royal “In the Lab” 360 Video Series

“As a brand, Royal has always looked for new ways to innovate and connect with our customers both in-person and in a digital format,” said Steve Booz, VP of marketing and product development at Royal Building Products. “Our new ‘In the Lab’ video campaign is intended to reach pros with valuable product education, while providing some much-needed entertainment and storytelling.”

Using a mobile device such as a smartphone, users can fully immerse themselves in Roy and Al’s innovation lab using cardboard VR viewers (available for free on or a VR headset. Content can also be enjoyed in 360 degrees without a headset on a smartphone (moving screen up, down, right, left) or on a desktop.

The “In the Lab” campaign features 20 videos highlighting various products, including Celect® Cellular Composite Siding, Zuri Premium Decking, Conceal™ Trim & Moulding, Portsmouth™ Shake & Shingles, Market Square® vinyl siding, Atlas Stone Composite Stone Panels and more. 

All of Royal’s VR 360 videos will be available at and on the Royal Building Products YouTube Channel.

Media Contact:
Kriss Swint
Royal Building Products

About Royal Building Products
Royal Building Products, a Westlake company (NYSE: WLK), manufactures and distributes leading materials for the home remodeling, building and construction markets. For more than 50 years, the company’s commitment to quality, innovation and customer relationships has attracted the loyalty of a growing number of building professionals, homeowners, architects, engineers and distributors to its products. With operations throughout Canada and the United States, Royal Building Products offers the renovation, remodeling and new construction industries a broad range of innovative products, including siding, trim, accessories, soffit, rainware, mouldings and decking. For more information, please visit Follow us on LinkedIn and Instagram and “Like” us on Facebook.

The information presented is made available solely for general information purposes. All sales of Royal Building Products’ trim, mouldings, siding, and other exterior building products are subject to Royal Building Products’ standard terms and conditions of sale, which are available upon request. Royal Building Products makes no other warranty, express or implied, including, but not limited to, any warranty of merchantability or fitness for particular purpose. Royal Building Products and the Royal Building Products logo are registered trademarks of Royal Building Products (USA) Inc.