Showrooms for Brands

Client

Vodafone

Location

Milan, Italy

Scope

Sensing Places Interactive contributed the concept for a 10,000 sqf business showroom, custom software development of eight interactive installations, and a dedicated digital signage control system with integrated visitor management.

Case Study

Vodafone Italia wanted to introduce its business customers to a new suite of enterprise products and services. Knowing the traditional TV and print advertising route would confuse their consumer market, they needed another option.

Their marketing department chose to create an invitation-only Customer Experience Center at their 10,000 square feet Milan headquarters. To turn this idea into a success they needed an agency that could create an experiential customer journey for their four main customer markets – media, business, consumer, and corporate. The experience needed to clearly communicate and educate their customers on their product and services advantages, as well as gain feedback for product development.

As a multi-versed agency, Sensing Places Interactive was selected as the design architect to create an experiential marketing plan. We developed the design, engineering, and software for their interactive showroom space set across three rooms. The educational customer journey we built was articulated through eight interactive environments controlled by custom tablet software.

We began by using research to create an experience design master plan that articulated the brand narrative through the various areas of the showroom. Architectural design then stemmed from the experience design master plan to support the brand narrative through volumes, shapes, materials, and colors.

A focal point of the space was a large multi-touch interactive table that enabled visitors to collaboratively explore product requirements. Visitors could use it to draw, annotate documents, and watch reference videos. Gigantic phones and tablets were displayed to illustrate Vodafone’s line of mobile applications on large interactive surfaces easily visible by groups of visitors.

Vodafone trained its tour guides to use the new technology and accompany small groups of 10 – 15 people through the experience. The custom software enabled them to quickly reconfigure content on all displays according to the visitor group’s needs.

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