Ceramiche Refin is part of the Concorde Group, the world's leading ceramic group, and has been present on international markets since 1962, with a wide range of porcelain stoneware products for homes and commercial spaces. Its plant near Reggio Emilia stands out both for its equipment of the most sophisticated production machinery and for the use of innovative technologies useful to make the industrial process increasingly safe and compatible with the environment. To show this productive excellence to the numerous guests and operators in the sector from all over the world, it was decided to design the “Refin Experience”, a multimedia factory tour system that accompanies the visitor on an immersive and engaging journey aimed at exploring the different phases of processing porcelain stoneware. An app for tablets developed to propose a flexible path, along which a Refin employee manages the activation of the different stages; each one describes a specific moment of the production process through video contributions or graphic animations in augmented reality that allow a 3D view of the interior of the plants, showing how they work; each stage is also supported by an audio narrative, available in six languages and elaborated using text to speech technology. The itinerary also presents two physical moments, in which it is possible to touch the raw materials and the tiles in the different processing phases.