THE IMPACT

The Digital Experience Center in Erlangen

Making digital content tangible: “The Impact” is an interactive exhibition concept that inspires visitors with modern touch applications, a clear user experience, and powerful visual presentation. This transforms complex information into an impressive experience.

Challenges

  • Customer Journey
    Adaptation of tours to specific spaces and target groups.
  • Tecnical Integration
    Integration of the guide tablet and RFID shelf into the CMS for central control.
  • Collaboration
    Close cooperation with our partners pave GmbH and Studio B12 for seamless implementation.
  • Multilingual Tours
    Development of tours in two languages for various visitor groups.

Showroom Overview

The Digital Experience Center is the newly opened experience center in Erlangen, which makes Siemens Digital Enterprise tangible and interactive. Here, visitors can experience products and solutions that can support them in their digital transformation. Using clear and realistic examples, the entire process chain is demonstrated here, from technical design to work preparation and production to the shipment of a product. The entire new building, including the showroom, was officially opened in July 2023 in the presence of former Chancellor Olaf Scholz.

Panoramic photo of a modern exhibition stand with six interactive stations, each equipped with a touchscreen and a large monitor above it. The monitors display various topics such as “Product Design & Simulation,” “Factory Planning,” and “Shopfloor Preparation.” Above the stations is a continuous wall graphic with stylized wavy lines in shades of blue and green. At the top right is a large sign with the inscription: “The Impact – Experience Center for Digital Transformation.” The floor is dark gray, and the bases of the stations glow subtly blue from below.
Side view of modern virtual reality glasses in dark gray, lying on a blue surface in front of an abstract background with blue wave graphics. A connection cable is visibly connected to the device. The scene conveys a high-tech environment, presumably in an exhibition or showroom context.
Eingangsbereich des Experience Centers mit einem großen Willkommensschild in mehreren Sprachen und einem freundlichen Porträt einer Frau in hellblauem Blazer. Ein Glastürbereich mit Pfeilen leitet Besucher weiter zum Zentrum.
Three-dimensional floor plan of the Experience Center on a dark background, with areas such as “Digital World,” “Production Machines,” and “Ideas” highlighted in color. All rooms are labeled, and elevators and stairwells are marked.

Focus on the product

At “The Impact,” the product is always the focus. It is the common thread that runs through every presentation, whether in the showroom or on a tour, embedded in an impressive mix of digital and real-life presentations. The modular design of the showroom allows visitors to take guided tours through five themed stations. Each tour can be adapted to the needs of the guests in no time at all. This creates lively and relevant experiences that present each product in its optimal context. One highlight is the presentation of the eRod. In classic showmanship, the vehicle becomes the star of an immersive production in which touchpoints, technology, and interior design go hand in hand.

Holographic-style 3D representation of a white sports car model (eRod) in an illuminated black display case with a glass front. The background features soft shades of blue and green. The box has a modern, almost futuristic look, emphasizing the digital presentation of the vehicle.
Darstellung eines weißen, offenen Sportwagens (eRod) mit sichtbarem Rohrrahmen und zwei Schalensitzen auf einer Präsentationsfläche im Ausstellungsraum. Im Hintergrund eine großformatige LED-Wand mit blauer Wellen-Grafik und der Aufschrift „The Impact – Experience Center for Digital Transformation“. Die Szene ist professionell ausgeleuchtet und vermittelt einen Hightech-Messecharakter.

Joint action

Tablet with open room control interface, on which, among other things, the “AM Factory” area can be activated. The user interface displays various switches and controls for lighting and display control, embedded in a deep blue environment.

When we received the commission from Siemens to help design the Digital Experience Center in Erlangen, we were delighted to take on the task. Together with our partners Studio B12 and pave GmbH, we developed a holistic customer journey that was perfectly tailored to the premises and the various target groups at the location. We used our guide tablet for the tour and, in collaboration with the guides, configured various tours and imported content and assets directly into our headless CMS. The tour content can be customized for different groups and processes with just a few clicks. In addition, Siemens Digital Visitor Management is integrated, allowing visitors to book tours that are then provided via the guide tablet.

We were also able to map room control together with pave and with the help of guide tablets. Developments such as an RFID shelf were also implemented. The contents of this shelf are maintained and updated via the B12 Touch Headless CMS, so that asset management is carried out entirely via a central system.

Pave took charge of the overall technical planning and implementation of the structural and media technology components. With its many years of experience, pave GmbH played a key role in bringing our conceptual content to life and creating an immersive experience through targeted spatial staging.

View into a darkened room with a large screen showing a virtual exhibition space. On the right, a visitor sits with a controller in their hand, observing the room. The display conveys a mixed reality experience.
Industrial packaging machine in the “Real World” showroom, surrounded by screens and LED walls. The machine processes paper packaging and is surrounded by modern presentation elements that combine digitalization and production.
Panoramic view of a futuristic cinema auditorium with curved seating and large LED walls displaying stylized portraits of people in blue-green aesthetics. The seating niches are illuminated, and the room is immersively staged.

STATUS QUO

Since opening, the showroom has enjoyed great popularity, and we are engaged in lively dialogue with our customers with a view to further development, in order to create an unforgettable experience for visitors. We are also supporting our customer Siemens at its Erlangen site with its strategy in the field of the metaverse, with the aim of transferring the story into the digital world.

Close-up of a black control panel with the word “Live,” illuminated buttons, and a keyboard in the foreground. A monitor stand can be seen in the background. The scene conveys a modern workplace or an interactive control unit.
Hallway area with large portrait pictures and the sign “The Impact – Experience Center for Digital Transformation.” The wall design is modern and inviting, with indirect lighting and clear colors.
“Digital World” exhibition area with blue LED wall and digital exhibits on the wall. Numerous components and models are displayed on small pedestals, accompanied by touchscreens and blue lighting.

RESULTS

9,000 visitors
since opening in July 2023
4 variable tours
in 2 languages
Ø 3 tours
per day

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