Executive Briefing Center

A global technology company needed a dramatic new space in Massachusetts to showcase its latest innovations to potential clients. The Executive Briefing Center gives visitors a first-hand look at the company’s products in a technology-rich space that tells the unique story of their brand. The design choreographs the customer experience from arrival through departure.

The design tells the company’s story through its technology.

LED screens abound—many are integrated into columns and other architectural features. These screens use storytelling to highlight the company’s culture, products, and services. By using non-glare screens, the technology coexists with the space’s sweeping treetop views, avoiding reflections caused by natural light.

Customers pass through the “Hex”, a 360-degree immersive theater.

Sound-proof walls and a spectacular LED display takes the Center’s storytelling capabilities to the next level. More than just a product showcase, The Hex communicates the company’s history, values, and future commitments to potential clients in a memorable way.

Inside a Global Technology Company’s Customer Showroom

The “Hub”, a central gathering space, allows customers to meet and network.

Unlike typical executive briefing centers that keep customers separate, the Hub encourages potential clients to interact. The design is open and accessible thanks to the choice of furniture, varied counter heights, and acoustical materials.

The custom ceiling includes 90 aluminum extruded fins suspended from the ceiling, each at a different angle, with custom lighting that corresponds to the angles of the fins. This feature design element draws the eyes upward, creating a sense of loftiness in what was previously a 9-ft high acoustical ceiling tile office suite.

The company’s technology caters to a fully hybrid work experience.

Remote participants can enjoy the same engaging experience as in-person attendees. Custom design elements and AV technology allows people calling in digitally to clearly see the presenter, the audience, screens, and whiteboards. Screens at the back of the room allow the presenter to see the remote attendees, encouraging participation as though they were in the room.