Problem
SIMONA makes the engineering plastics behind everything from semiconductor fabs to boat decks, and the best way to understand that range is to walk a factory floor. Its most convincing pitch has always been a walk through the factory where those materials are made. When SIMONA opened a marketing and sales center in Atlanta, the original brief was a touchscreen wall in a conference room. Workshops with the team uncovered a bigger ambition: replace the factory tour itself.
Solution
We treated the room as a piece of the factory. A shift from polished office finishes to speckled rubber flooring, floor-marking graphics and directional sound tells visitors they’ve stepped onto the shop floor. At the center is a multi-touch table designed around a red scissor lift, the kind of equipment found in SIMONA’s own plants. From there, a host guides guests through factory tours, applications and the company story on a wall-sized projection.
The experience was choreographed before anything was designed. The goal was to replace the factory tour, so the room had to feel like the place where those materials are made: industrial and authentic. The rubber floor absorbs sound and is comfortable for standing visitors. Directional speakers keep the audio in the room, rolling stools store samples and safety gear, and a pegboard displays finished products.
A host leads each visit. The wall and table greet each customer by name and a sizzle reel plays. Then guests choose Factories, Applications or Company, touring SIMONA’s 3 North American plants or exploring stories like its work in medical prosthetics. Five module types combine into templates for each kind of story, so SIMONA can keep adding stories without new design work. Each of the 3 factories had an interactive sizzle reel.
year
2024
role
Design Director
agency
Goods & Services
category
Experiential
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