A viewer may directly interact with a 3D object that is virtually placed in a physical location in a video scene. Initially, the object appears as an integral part of the original video scene and does not interfere with the general viewer's experience of the program. A viewer may initiate interaction with the object using an input device. An interested viewer may navigate through the object's architecture based on the viewer's interest. For example, the viewer may drag the object to a new physical insertion point in the scene. The user may rotate the 3D object into different orientations and zoom in. Each orientation of the object, if selected by the viewer, may invoke a new linked object in the predefined architecture. For example, the viewer may walk through the linked objects in the predefined architecture or observe an object at an increasing level of detail.