It’s not about the grey boxes.
Refurbish an uninspiring showcase for the inventors of the photocopier? That was the brief. My response was a more radical rethink.
I believed Xerox should talk about business needs, not photocopiers. So, I reshaped the whole experience as a journey designed to provoke conversation, challenge expectations and reposition the brand as future-focused rather than product-led.
Result: A more engaging Innovation Centre, a more consultative visitor experience and prospective clients leaving with their expectations confounded and a desire to follow up.
Video, Xerox.
This infrastructure allows us to change customer thinking...
Stuart Cranston
Xerox - Head of Global Briefing Centres