Hitachi Experience Center

Driving Hitachi’s retail experience through multi-context experience zones.

Hitachi wanted to create a state-of-the-art, immersive retail experience when it set out to construct their fourth Global Development Center in Kadi, Gujarat. One that would give customers a new way to engage with their products, enhance their brand, and represent their international design standards.

The problem became evident when Hitachi and D'Art Design shared a dedication to quality: how can we go beyond conventional product displays and instead create an environment that tells a story, a live product experience in a live setting?

Our Strategy

As our team sat with the brief, wondering what that space should look and feel like, their eyes went to the AC unit that is present in our office. It was one of those 'Eureka' moments, a seemingly simple action that leads to a significant outcome, and that significant outcome is our solution.

We decided to create 3 immersive zones within the experience centre, each suited to a particular product category, and these immersive zones would essentially mimic real-world environments so that the consumers can experience these products in a setting they're meant for. This won't just improve the experience within the store, but also reduce the gap between product trial in location A and product installation in location B.

The three zones were called:

1. RAC Zone for Room Air Conditioners
2. PAC Zone for Packaged Refrigerant Systems
3. VRF Zone for Variable Refrigerant Systems

We relied on our 'Product Zone' strategy, doing away with the conventional 'Product Display Unit' driven experience zones, as this design philosophy directly improves the way a product is perceived, and how the customer responds to the said product.

The Execution

1. RAC Zone – A Home Away from Home

The RAC zone was designed in a space that was supposed to mimic a residential setup, a setting where these units are supposed to be utilized. This mock home setting was intended to promote exploration and, as we call it, 'assisted imagination' as we enabled these visitors to not just see the products, but actually experience them in action. Contextual clarity was further provided through visual cues and explainer displays within and outside the zone to further the experience.

2. PAC Zone – Corporate Comfort

The PAC zone was designed to mimic an official setting within the experience zone, as this zone was supposed to house packaged refrigerant units. This zone was also built on the principles of 'assisted imagination', as by simulating workspaces, we were able to guide the customers through the assessment and integration phase of the product in their own environments.

3. VRF Zone – Versatility in Action

We created two separate zones for VRF systems: a corporate office and an auditorium. These settings showed how adaptable and effective VRF systems are in large-format, high-demand settings. Visitors were able to observe firsthand how these solutions adjust to different spatial needs in each section.

The Impact

The re-design of Hitachi's Fourth Global Development Center (GDC) at Kadi went against the grain by doing away with traditional retail model and replacing it with experiential storytelling and product zones. The result was a space where consumers didn't merely window-shop — they participated, interacted, and were educated.

To measure the impact of our strategy, we compared Hitachi's GDC solution against conventional showroom setups through surveys, and the results far exceeded our expectations. We noticed that the footfall-to-perception ratio had increased, and the resulting brand recall improved as a much higher percentage of consumers were able to associate specific product USPs with the Hitachi brand on leaving.

The experiential design also boosted time spent per zone as consumers paused to interact with products displayed in scenarios that mimicked their end-use. Perhaps most significantly, overall engagement conversion potential was boosted as consumers showed a greater intention to consider or recommend the on-display products. By merging smart design with subtle persuasion, D'Art Design allowed the centre to be not only a retail space, but a robust brand experience.