Tetra Pak
Innovation Center
"This is one of our biggest hubs for innovation. Since it launched, we've been working with customers in a very engaging way and been able to achieve great results."
Giuliana Krug, Customer Experience Manager, Tetra Pak
CLIENT
Tetra Pak is the world’s leading food processing and packaging solutions company. The Customer Innovation Center (CIC) in Modena is part of a global network of CICs focused on co-creation, collaboration and customer growth.
CHALLENGE
Downstream was asked to reimagine the customer experience, creating a centre where visitors from around the world could actively collaborate with Tetra Pak experts to uncover needs and co-create solutions—showcasing Tetra Pak as an end-to-end business partner.
It required integrating adaptable storytelling to address diverse customer segments, and highlight Tetra Pak’s leadership in immersive design systems, industrial design, and future-proofing solutions.
SOLUTION
Through Discovery Workshops with Tetra Pak stakeholders, we developed a customer-centric, narrative-driven experience design approach.
Our goal was to move customers beyond the expected—immersing them in a universe of possibilities with personalized journeys that encourage dialogue through storytelling. Stories adapt to the customer's industry, category, channel insights, ambient packaging solutions and Tetra Pak's global digital solutions and services.
The interactive installation integrates a dynamic content management platform to enable non-linear, immersive storytelling, getting to the heart of the story quickly and seamlessly.
IMPACT
Tetra Pak now delivers an unparalleled customer experience with its immersive CIC, positioning them as a trusted partner in solving complex packaging challenges.
A fundamental differentiator for Tetra Pak is the vast knowledge of global markets, insights, trends and data. No other competitor offers this depth of understanding and interactivity to customers. Tetra Pak offers this knowledge as part of an open dialogue, inviting the customer to interact with experts and take part in finding the right solutions.
DISCIPLINES
Experiential Strategy
Experiential Design
Concept Development
Creative Direction
User Experience (UX)
AV Systems Design
Prototyping
Environmental Design
Software Development
Content Creation
First impressions matter. The entry features personalised digital messaging and a minimalist design, prioritizing experience, connection and authenticity over brand presence.
In the Connect Zone, the customer is at the centre, allowing Tetra Pak to explore their clients' businesses, their consumers, understand their objectives, and offer tailored solutions. The Ambient Backdrop wraps the room, using customizable light content to create an immersive atmosphere, while interactive displays powered by Downstream’s custom app and global content management system delivers non-linear, personalized storytelling.
An immersive and playfully themed collaborative space where visitors can see their business from a new perspective. Tetra Pak teams and clients collaborate as true partners, applying experimental methodologies to co-create tailored solutions.
The Portal experience was designed to create and build a sense of anticipation and excitement as visitors make their way to the Explore Room.
The Rotunda immerses visitors in a curated display of Tetra Pak solutions. These can be moved to the digital interactive table, where they can be explored in closer detail with the support of triggered digital content.
This room explores the interests of every visitor, ensuring no question goes unanswered and no thought goes unexplored. Tetra Pak experts facilitate deep-dive discussions into packages, equipment, processes or recipes. Downstream’s software seamlessly hosts and manages the content, creating an engaging and personalized experience.
A hospitality space provides a relaxed setting to enjoy local Italian cuisine, creating a service-rich experience that reflects the brand's commitment to meaningful customer connections.
