Brands are defined by the sum of experiences that are created between consumers and a company or product. Branding is all about creating experiences.

Over the last decade, companies have been looking for new ways for consumers, partners and customers to experience their brands. These range from grand visitor centers that are more like corporate theme parks to intimate executive briefing centers. For example, Volkswagen built a 30-acre $400 million brandland nestled between the company’s Wolfsburg factory and corporate headquarters, while Lucent’s 5,000 square foot Customer Showcase introduces key partners and potential clients to its Atlanta optical fiber manufacturing facility.

Corporate visitor centers and briefing centers are enjoying much success. The World of Coke in Atlanta still attracts close to a million people every year. The CNN Studio Tour in Atlanta draws 370,000 annually. NBC invested millions in The NBC Experience at Rockefeller Center. Industry surveys credit executive briefing centers with increasing sales. Eighty percent of executives said the use of a briefing center increased the final amount of the sale. Volkswagen estimates that Autostadt will add one percent to its 2001 car sales. That’s 21,000 vehicles. In other words, visitor and briefing centers can be good business.

Jack Rouse Associates believes that designing a successful visitor or briefing center depends on understanding the audience–whether that’s a 10-year-old consumer of Kellogg’s Corn Flakes or a seasoned telecommunications executive.

These centers allow people to experience the company’s brands and products in new and innovative ways. Some call it "presence marketing" or "three-dimensional branding," but whatever the term, it’s about immersing the audience in the company’s message. These centers are places where people can experience the brand and get to know the people who stand behind the company.

With our experience in museums, corporate events and the entertainment industry, JRA is uniquely qualified to create any atmosphere a company requires. The varied and lengthy client list in those areas also speaks volumes about the success of our work.

JRA has designed and produced visitor and briefing centers for a wide range of clients, including Lucent Technologies, AMP, Kellogg’s, Volkswagen, CNN, TXU, Turner Broadcasting and Symbol.

Throughout this site, we welcome you to browse our fine examples of zoo, tradeshow, sports, corporate events, and design of all types of interactive exhibit design and corporate centers.

Museums | Tradeshows | Zoos | Briefing Centers | Visitor Centers