|By PR Newswire||
|February 28, 2013 07:29 AM EST||
PLANEGG, Germany, February 28, 2013 /PRNewswire/ --
Making innovation accessible
With the goal of making 3M's technologies and innovations more tangible and easier to experience, Design Group Italia (DGI) and 3M GTG have redeveloped and transformed the 3M Innovation Center in Sollentuna, Sweden. The impressive technology and innovation show has now been inaugurated.
Technology as a fascinating experience
3M products range from scrub sponges to medical technology. In order to make this spectrum easier to experience, Milan based innovation consultancy DGI together with German digital technology specialists 3M GTG and Swedish architect Alexander Ahnebrink have teamed up to develop a concept that includes several experience areas. Visitors are provided with a comprehensive picture of 3M technology as well as new ideas and suggestions for problem solutions. 3M benefits from the lively exchange with customers and interested parties.
A focus on the user experience
Allowing 3M innovations to be experienced through various senses lies at the heart of the new concept. To turn the information on display into an enjoyable and inspiring event, the space is structured into three areas according to a story with three chapters, with both technologies and visitors as protagonists: "3M Works", "How 3M works" and "How 3M can work for you". Each area creates anticipation for the subsequent, implementing a fluid movement and customer experience through the center. Visitors will become acquainted with 3M technologies via physical, virtual and social interaction: Not merely a one directional flow of information, they will also be able to try out technologies first hand, search for additional information and pursue the topics that inspire them virtually. For a more heightened exchange, lounges and creative spaces are available where solutions to problems can be more thoroughly explored.
Further development of the presentation space
"What we had in the past was a product display area. What we have now is an innovation center where we show technology and where people can interact in a different way on applications." explains Lars Hanseid, Managing Director of 3M Nordic Region. As a result, 3M technology and other sources of data serve to inspire and enable the finding of solutions. That is made possible via interactive media where relevant content is offered - processed via a semantic engine in real time. "Flexible content is the prerequisite for the intensive analysis of customers' problems," says Daniel Steinbichler, CEO of 3M GTG. "A relationship at eye level comes about when I'm able to respond to my counterpart. Digital content in social spaces leaves rigid concepts far behind."
Both visitors and 3M benefit from the flexibility. Thanks to the virtual component, the offering is up-to-date at all times without expending a great deal of effort. "The Innovation Center has to keep pace with the developments of 3M and 3M's needs," clarifies Sigurdur Thorsteinsson, partner of DGI. In the future, it will be possible to connect all the data sources that are relevant for the visitor experience. "That way, the latest technology will be available to the visitors in real time."
Holistic brand experience
In order for the 3M brand to be tangible on the whole, the 3M Innovation Center is pursuing a "glocal" concept that fulfills both local and global criteria: The technologies relevant for the Scandinavian market will be presented. At the same time, visitors are introduced to the values and purposes of the globally active innovation company.
Tangible added value for visitors and customers
As a result, customers will be given a comprehensive look at a complex company that has a very wide range of technologies. In particular, they will become acquainted with the offering within the context of their own questions, and they will be offered a wealth of information and solution approaches related to them. Daniel Steinbichler envisions further developments here: "We are working specifically on making accessible the organization of and ideas behind a visit to an innovation center." Plans call for summaries and interpretations that will be offered directly by the company's CRM system. As a result, it will be easier to utilize the intensive exchange between the customer and the company in the Innovation Center for further cooperation.
Replicate successful concept
The successful implementation of the 3M Innovation Center in Sweden is arousing a great deal of interest worldwide among 3M branches. DGI and 3M GTG are already working on other projects in Europe and Africa. "We view this dynamic as a seal of approval for the very productive cooperation between DGI and us," Michele Ridi, 3M GTG's Design Director, happily reports. This success could raise the quality of experience at the already existing center even higher: Virtual networking of the various locations is already being deliberated intensively.
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About 3M GTG
3M GTG are experts when it comes to digital communication. Using digital technology as part of extensive concepts we work on environments that open up greater opportunities for people. Our solutions create spaces with a high quality of experience, spaces that expand people's horizons and furnish them with tools that allow them to move forward more easily and more quickly.
More information about 3M GTG and its projects
Contact information for Europe:
3M GTG Headquarters
Münchner Strasse 2c
82152 Planegg / Munich, Germany
E-mail: [email protected]
Contact information for Asia Pacific:
3M GTG Office Shanghai
Room 102, Building 8, No. 1498 Kaixuan Rd.
Changning District, Shanghai 200052
People's Republic of China
E-mail: [email protected]
Contact information for the Middle East / Africa:
3M GTG Office Middle East
3M Commercial Graphics
3M Gulf, Dubai Internet City, Bldg No. 10,
PO Box 20191 Dubai, UAE
E-mail: [email protected]
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