Confidential Client Experience Centre for a private client, conceived not as a place to tell a story, but as a space where that story could be felt, understood, and experienced.
Category
Interior Design
Location
Bangalore, India
Type
Retail, Training Academies & Experience Centres
Crux was appointed to design a new Experience Centre for a private client, conceived not as a place to tell a story, but as a space where that story could be felt, understood, and experienced.
The ambition was to translate complex innovation, research, and future facing technology into an intuitive, immersive, and human journey. The resulting environment blends architecture, digital content, and behavioural insight into a single, cohesive experience that invites exploration rather than explanation.
The client sought an environment that could communicate advanced technology and long-term ambition without relying on traditional showroom tactics. The challenge was to make complexity accessible and meaningful to a broad audience while supporting depth, credibility, and emotional resonance.
Crux approached the project not only as a design challenge, but as a collaborative endeavour requiring the right specialist partners to fully realise the ambition.
The spatial concept was rooted directly in brand. Drawing inspiration from the client’s logo, Crux reimagined an iconic “A” as a fragmented architectural form. Each fragment became a distinct zone within the Experience Centre, representing a core pillar of the brand: story, science, process, innovation, and sustainability.
At the start of the journey, these elements are deliberately separated. As visitors move through the space, the fragments are gradually drawn back together, guided by a sequence of spatial re-shapers that organise movement, rhythm, and focus. The experience unfolds as a series of interconnected moments: welcoming, orientating, engaging, and deepening understanding.
“The completed Experience Centre delivers clarity without simplification. Visitors leave with more than information; they leave with understanding. Every element of the fragmented “A” comes together, symbolically and spatially, reinforcing the brand’s purpose and collective ambition.”
— Nicol Lee, Creative Director
Key Features
Experience centre designed around behaviour rather than display
Spatial narrative rooted directly in brand identity
Architecture, digital content, and AV developed as one integrated system
World leading technology applied to storytelling and immersion
Curated partner team delivering beyond initial expectations
Rather than a linear exhibition, the centre encourages visitors to move at their own pace. Layered digital surfaces, interactive touch-points, and carefully controlled lighting work together to support curiosity, conversation, and discovery.
A defining strength of this project was the contribution of a carefully curated partner team, brought together and led by Crux from the earliest design stages.
Crux introduced the client to Dassault 3D Digital Systems and Apple, whose combined expertise in content development and advanced AV technology fundamentally reshaped what the Experience Centre could be. Their work elevated storytelling, engagement, and immersion, creating a seamless blend between digital content and physical space. The result was a virtual and physical experience that exceeded all initial expectations.
“The project stands as the first Experience Centre of its kind within its sector and demonstrates how the right combination of design leadership, technology, and collaboration can push beyond perceived limits.”
— Heather Saunders, Founder | Principle
Uncoded brought world leading knowledge of emerging display technologies, enabling content to be presented in ways not previously seen within this sector. While this is the first Experience Centre of its kind in the industry, the technology deployed is world leading across all sectors, setting a new benchmark for immersive environments.
Crux’s MEP partners, Green Planet Design Engineers, played a critical role in translating ambition into comfort and performance. Their expertise ensured lighting was not just functional, but atmospheric and emotive, power was precisely coordinated to support advanced technology, and cooling systems were carefully engineered to maintain comfort despite the significant heat output generated by high performance AV installations.
This collaborative approach transformed the Experience Centre from a strong concept into a truly exceptional environment.
The completed Experience Centre delivers clarity without simplification. Visitors leave with more than information; they leave with understanding. Every element of the fragmented “A” comes together, symbolically and spatially, reinforcing the brand’s purpose and collective ambition.
The project stands as the first Experience Centre of its kind within its sector and demonstrates how the right combination of design leadership, technology, and collaboration can push beyond perceived limits.
This project exemplifies one of Crux’s most valued strengths: the ability to assemble and lead the right team for the challenge at hand. We introduce partners who are not only leaders in their fields, but collaborative, generous, and committed to excellence.
Time and again, clients tell us that this ability to curate and integrate exceptional teams is the most compelling reason to work with Crux. By aligning design intelligence with the right expertise, we create environments that exceed expectations and leave clients genuinely proud of the outcome.
At Crux, great work is never created alone. It is built through trust, collaboration, and shared ambition.