EXPERIENCE ROOM

Henkel Global Experience Center | Dusseldorf (DE) | 2014

How is it possible to spatially immerse into a brand? How can brand messages be visually communicated in a new way? The Experience Room, heart of the Henkel Global Experience Center of Laundry & Home Care in Düsseldorf, constitutes a unique spatial brand experience. The circular space is dedicated to Henkel’s retail customers from all around the world, presenting new developments and giving insights about the products. The objective of the space is to communicate Henkel’s superior competence in the areas of insight management, research and development, thus being able to make concrete value creation offers, to grow category values and to make retailers more competitive. Various films were produced. 

Depending on the objectives, one or several of nine content modules, concentrated around the product categories, can be selected and experienced.A large group of people, representing the global diversity of target consumers, is the starting point of each journey. Individual persons or smaller groups are zoomed in on. They are the activators of a narrative exploration of each product category, its problem setting, the solutions and benefits that Henkel has to offer. It is a completely immersive surrounding with strong sound effects and musical scores. Dispersed scents support the product communication on the emotional level.

The Experience Room has a diameter of 7.6 metres, five projectors play out on the curved screen with a total of 6,800 x 1,100 pixels. A 5.2 surround system makes for an impressive spatial sound while five different real scents expand the sensorial experience at certain instants.

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How is it possible to spatially immerse into a brand? How can brand messages be visually communicated in a new way? The Experience Room, heart of the Henkel Global Experience Center of Laundry & Home Care in Düsseldorf, constitutes a unique spatial brand experience. The circular space is dedicated to Henkel’s retail customers from all around the world, presenting new developments and giving insights about the products. The objective of the space is to communicate Henkel’s superior competence in the areas of insight management, research and development, thus being able to make concrete value creation offers, to grow category values and to make retailers more competitive. Various films were produced. 

Depending on the objectives, one or several of nine content modules, concentrated around the product categories, can be selected and experienced.A large group of people, representing the global diversity of target consumers, is the starting point of each journey. Individual persons or smaller groups are zoomed in on. They are the activators of a narrative exploration of each product category, its problem setting, the solutions and benefits that Henkel has to offer. It is a completely immersive surrounding with strong sound effects and musical scores. Dispersed scents support the product communication on the emotional level.

The Experience Room has a diameter of 7.6 metres, five projectors play out on the curved screen with a total of 6,800 x 1,100 pixels. A 5.2 surround system makes for an impressive spatial sound while five different real scents expand the sensorial experience at certain instants.

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Credits

A production of TAMSCHICK MEDIA+SPACE GmbH on behalf of Henkel AG & Co. KGaA

 

CLIENT

Henkel AG & Co. KGaA

 

LEAD-AGENCY/ SCENOGRAPHY

D’ART DESIGN GRUPPE GmbH

 

HARDWARE PLANNING/ TECHNICAL IMPLEMENTATION

visionate GmbH

 

TASKS TMS

creative direction, concept, design, script, storyboard, shooting, editing, motion design, animation, implementation, project management

music, sound design: BLUWI Music and Sounddesign GbR

 

Creative direction/ Director

Marc Tamschick

 

Project management

Uwe Schlottmann

 

Lead concept

Mattis Völker

 

Lead design

Marc Osswald

Technical details

250° projection

5 projectors

7.6m diameter

6,756 × 1,100 pixel
 

5.2 audio system


Scenting with 5 fragrances


Duration 16 minutes