Experience Centres come in all shapes and sizes, but they share a common thread - the idea of bringing brand and product alive by taking the visitor step-by-step through an experience journey that unlocks a specific client agenda...

Whatever that specific agenda, the journey normally starts with a WELCOME zone. Here we set the scene, introduce the scope and ambition of the brand story. The welcome starts in the lobby, the first place the visitor touches the organisation needs to be slick and consistent with the rest of their journey. The Welcome zone should use high impact imagery that clearly introduces the brand.

Next we would look to establish the stories behind the brand, the history of the organisation and the people who drive it. These deployments tend to be more interactive, engaging visitors in humanising the brand and providing context and narrative.

Normally, we would then look to showcase the products, bring the use-cases to life with simulations and real-world scenarios that unlock the unique problem solving features of the organisation’s products and services.

To place these products in the real world, we would further provide dynamic digital mechanisms to allow visitors to deep dive into case studies and client credentials that resonate with their own organisational challenges and opportunities.

Finally we would look to give the visitor a chance to build up their unique agenda. Using digital tools to input their specific requirements and generate tailored product and service recommendations for further development in co-creation and ideation sessions.

Here we look in more detail at exactly this type of visitor journey - DSM’s Client Experience Centre in Hyderabad, designed to showcase their capabilities in a fast growing new market.