How can you spatially immerse yourself in a brand? How can brand messages be communicated visually in a new way? The Experience Room, heart of the Henkel Global Experience Center of Laundry & Home Care in Düsseldorf, is a unique spatial brand experience. In the circular room, Henkel's business customers from all over the world are presented with new developments and given insights into the products. The aim of the Experience Room is to communicate Henkel's superior expertise in insight management, research and development, and to demonstrate concrete value creation opportunities that make retailers more competitive.