A ‘scratch thought’ was shared about how Hitachi could design their Experience Center for their newly launched Fourth Global Development Center (GDC). Storyline(s) around product demonstrations were to be scrapped since the challenges were to get rid of the traditional way of creating them.

It was imperative to segregate the three sections of the design – RAC (Room Air Conditioners), PAC (Packed Refringent Systems), and VRF (Variable Refringent Systems) – so that a “LIVE PRODUCT EXPERIENCE IN A LIVE ENVIRONMENT” concept could be achieved at the same time as an interesting storyline was created.

Thus, Dart Design Inc chose to follow the ‘Product Zone’ approach instead of the ‘Product Display’ approach with its weaponry. Both Shopper Journey and Product Visibility were enhanced by this touchdown to the design.

It was also challenging to combine USPs and RTBs with the Product Line. To show the product self-demonstrating, Dart Design Inc used 3D visuals with its ‘Connectivity Display’ approach.

Other Details

Client : HITACHI
Industry : Consumer Durables
Services : Experience Design, Product Display Design, Design Strategy,
Brand Origin : Japan

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