Experience Centres are transforming how organisations engage with their audiences—from employees and clients to partners and the broader community. These environments were initially designed as spaces to showcase projects and capabilities. Over time, they have evolved into dynamic hubs that can strengthen brand identity, support innovation and drive strategic business outcomes.
In this article, we explore how Experience Centres can create a focal point for engagement and connection, driving workplace transformation and performance.
Experience Centres create environments that spark new ideas and encourage teamwork. By integrating digital tools and agile workspace solutions, they provide a setting to co-create and experiment.
One of our recent projects in Mumbai exemplifies this approach. For a confidential client, we designed an Experience Centre that integrates cutting-edge digital interactions to guide employees and visitors through a journey of innovation. The space reflects the company’s industry-leading expertise while encouraging a dynamic work culture.
As organisations seek to strengthen relationships with their clients and partners, Experience Centres offer a compelling way to deepen engagement. By supporting live demos, strategic dialogue and networking, these spaces become powerful tools to reinforce leadership and create lasting impact.
For instance, we reimagined a global technology company’s Bengaluru campus as a multifunctional environment that supports diverse business needs. At the heart of this project was a Customer Innovation Centre—an experience-driven destination designed for client interactions and strategic discussions. Featuring smart building technology and live demonstrations, this interactive showroom strengthens client relationships while positioning the company as an industry leader.
The foundation of an Experience Centre lies in its ability to showcase a company’s expertise, products and vision. These live demonstration spaces are where organisations can present their capabilities in an engaging, hands-on way.
However, the impact of Experience Centres extends far beyond displaying products and services. By incorporating brand storytelling and interactive experiences, these spaces become powerful tools for communicating an organisation’s culture, values and industry leadership.
For example, Starbucks’ Coffee Innovation Park in China transforms the company’s ‘Bean to Cup’ journey to life, turning brand storytelling into an immersive experience. Through sensory design, technology and curated storytelling, visitors gain a deeper understanding of the coffee-making process, reinforcing Starbucks’ commitment to craftsmanship and sustainability
While all Experience Centres aim to engage and connect, their scale and purpose influence their design and functionality. At M Moser, we tailor our approach to align with business objectives, whether creating compact showcases, mid-scale engagement hubs or large-scale ecosystems.
Focused showcases (small-scale experience centres)
Collaboration and engagement hubs (mid-scale experience centres)
Innovative ecosystems (large-scale experience centres)
Impactful Experience Centres are not designed for a single user group; they must engage a diverse audience, including employees, potential clients, existing clients, partners and the broader community. By facilitating alignment across these stakeholders, Experience Centres reinforce business objectives while strengthening brand loyalty.
For example, Starbucks’ Coffee Innovation Park demonstrates its commitment to sustainability through several green practices. These include using recycled materials like pottery-based red bricks and terrazzo made from construction waste, among others.
At M Moser, we see Experience Centres as springboards of workplaces that go beyond static displays to create immersive, interactive environments that connect people and brands deeply. By integrating spatial design, technology and environmental design, we help organisations build spaces that inspire and drive growth.
Reach out to discuss how we can help create an Experience Centre that supports your business goals.
Director - Design, International
