Redefining Brand Perception with a Retail Experience
| Xerox Knowledge Sharing Center, Park Avenue and 47th Street, NY | Xerox hired IDEO to design its first public showroom, a 20,000 sq. ft. ground floor space located on a highly visible corner on Manhattan's Park Avenue. Our goal was to create a venue to showcase Xerox products and future technology, and help the brand shift customer perceptions about the company from manufacturer of copy machines to one that offers technology solutions that help people share knowledge in the workplace. We designed a space to meet the needs of many kinds of visitors and sales people. The showroom was a destination for sales meetings and product demonstration, and communicated the new Xerox brand position with interactive exhibits that demonstrated Xerox Parc technology in the public lobby and exterior of the building. In the lobby, a narrative that depicted the history of the document played out over an 80-foot glass wall. The timeline highlighted historical artifacts housed in Xerox's own collection at headquarters—including pages from the Gutenberg Bible!
The exterior of the showroom; a series of video screens along the exterior window introduce visitors to the new way of thinking about documents: video snippets of musicians, ballerinas, artists and such at work. Videos were triggered by motion sensors.
The lobby featured interactive exhibits to demonstrate Xerox Parc technologies in development, and the glass document history wall. Together, these experience were intended to change the perspective Xerox customers have about the brand by coming to a new understanding about the meaning of "documents".
One of eight product demo rooms oriented around specific work styles/needs.
One of eight product demo rooms oriented around specific work styles/needs.
- Design
- June 30, 2014