Forcepoint, Boston
Forcepoint, Boston

With Face-to-Face Meetings Sidelined, What’s Next for Experience Centers?

Experience centers — often referred to as sales, innovation, customer, or briefing centers — are a catalyst for developing and fostering a deep connection between an audience and a brand. Like many businesses around the world, customer experience centers have closed their doors as we wait for safer times to travel and collaborate in person.

Although travel has diminished and large gatherings are on hold, the need for companies to engage existing and potential customers and their respective partners in a unique setting remains. In fact, we believe the need to think outside the norm, to work together, and to innovate during this unusual time is more valuable than ever. According to a Gensler U.S. Workplace Survey, workplaces with innovation hubs deliver 16-24% higher effectiveness and experience scores, demonstrating that their investment and success improves how we work. Experience centers are a space to help understand and inform our reimagined future.

At Gensler, we are asking critical questions to understand how experience centers can not only operate but thrive during this time of limited travel and infrequent face-to-face interactions. In what ways can we take advantage of this moment of accelerated technology adoption to uncover solutions for how we continue to collaborate, engage, and innovate? Additionally, how can we reimagine the relationship between the participant and the experience center?

The Virtual Venue

In the immediate future, experience centers need to adapt rapidly to regain their purpose. Previous investments in content and experience design do not need to go to waste and can instead be transformed within a new virtual venue. A virtual space does, however, present several new challenges. We are identifying and solving these challenges so that our client’s experience centers remain relevant, useful, and even more impactful.

Forcepoint, Boston
  • Creating a World-Apart Experience

    One of the basic needs of experience centers is to provide a change of scenery that helps transition participants away from the distractions of everyday life into a creative state of mind. It is critical to create dynamic environments where guests can explore information in ways that do not resemble a website interface or remote presentation. With cybersecurity firm Forcepoint, we created an immersive experience center in Boston that demonstrates their human and behavior-centric approach to their work. A series of layered, translucent panels, which become the backdrop for a sequence of voiced-over data visualizations and an interactive activity, take the visitor through distinct touchpoints focused on the intersection of people and data.

  • Developing an Immersive Learning and Engaging Environment

    A variety of tactile technologies and storytelling formats are often used to create impactful experiences. We are considering ways to deepen engagement for remote participants who are unable to have a sensory experience as they might in an experience center. For example, gamification can create new methods of collaboration through the concepts of backstories and guided journeys, multiplayer modes, and challenges.

Forcepoint, Boston
  • Creating Shared Experiences

    The ability to explore a space and learn something new together can be challenging in a remote environment. We are developing tools and virtual environments focused on unique shared experiences. For one client, we are incorporating video and messaging platforms directly into a digital site so groups can explore content together without the latency pains often felt in standard video conferencing solutions.

  • Enhancing Personalization

    This can come in the form of always-on, personalized virtual spaces for specific clients or groups found in gaming and collaborative platforms like Slack and Miro. Mailing unique packages to guests offers something memorable to accompany their experience as well, seen frequently in technology launch unboxings or the branding experience with ticket packaging to events or festivals.

  • Enabling Spontaneous Connections

    Meaningful connections that develop into long-term relationships often happen in-between scheduled events at a physical experience center. We are affecting new forms of spontaneous interactions, despite the distance, to strengthen connections before, during, and after sessions through reimagined workshop formats, pre-meeting content and icebreakers, and follow-on sessions.

We are currently designing for a hybrid experience environment where mixed remote and in-person groups necessitate new practices and collaboration tools. While we are helping our clients take their current experience centers and map it to a new virtual medium, we are also using this time as an opportunity to redefine what the experience center of the future needs to deliver for their businesses. Beyond the pandemic, experience centers will continue to be a space for exploring new ideas, facilitating critical relationships, driving businesses forward, and storytelling.

A special thanks to Amanda Ramos, Daniel Liss, Nick Hubbard, Christian Bannister, David Buivid, Robert Cohen, and Jesus Garcia Galvez for contributing insights to this article.

Molly Murphy
As co-managing director of Gensler's New York office, Molly champions collaboration, design innovation, and entrepreneurial thinking. For nearly a decade, Molly led the firm’s New York and global brand practices, expanding areas of expertise such as real estate branding and branded workplace. She co-founded the Digital Experience Design (DXD) practice, overseeing its operational strategy and implementation across multiple offices, and she co-founded Intelligent Places, the firm’s expertise in harnessing data analytics to advance performance of the built environment. Molly is based in New York. Contact her at .
Niki Herr
As Director of Major Accounts, Niki builds relationships on behalf of the firm’s Digital Experience Design (DXD) practice. With deep expertise in experiential marketing, Niki has combined storytelling and technology to create immersive and unforgettable experiences for companies like Google, Microsoft, Verizon, Walmart, The Clorox Company, and Constellation Brands. She is a graduate of the University of Richmond, holds a Master’s from Northwestern University, and certificates in Smart Grid and The Internet of Things from the University of California, Berkeley. Niki is based in New York. Contact her at .
Michael Schneider
As the Director of Media Architecture, Michael Schneider focuses on creating immersive and connected experiences through a combination of technology, materials, and storytelling for the Gensler's Digital Experience Design (DXD) practice. With more than 15 years of experience, Michael has created work for institutions including the American Museum of Natural History, Museum of Contemporary Art – Sydney, and numerous children’s museums. He started his career as a resident researcher and adjunct faculty at the Interactive Telecommunications Program at New York University and has taught at Cooper Union, School of Visual Arts, and New York City College of Technology. Michael is based in New York. Contact him at .
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