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MIDWICH GROUP’S INNOVATION HOUSE TPi visits a brand-new experience centre that’s a cut above a traditional showroom.
The concept of a showroom is nothing new for manufacturers and distributors alike. However, an experience centre, where a company allows its customers to see and interact with its products within a wider technology solution rather than as a single piece of kit, is a relatively new phenomenon. A cut above a standard showroom or even a trade show stand, the experience centre sets a new standard when it comes to showcasing the capabilities of products. The latest company to adopt this setup is Midwich Group. The Group’s new Innovation House offers customers the opportunity to see its wide range of products in various settings, from classrooms to meeting rooms and even a high-end, luxurious home cinema. Showing off products from five branches of the group – Midwich, PSCo, Holdan, Invision and Sound Technology – this multipurpose technology destination also boasts dedicated training rooms, R&D demonstration area, a service and repair centre, as well as warehousing facilities including specialist logistics and pre-delivery inspection. Prior to the official launch, PSCo recently welcomed TPi and several other industry press to the
Bracknell facility. Greeting us at the door were PSCo’s Director, Stuart Holmes, and new recruit, Head of Brand Experience, Alex Couzins. “This space is a real opportunity for people to come and see the products and test them out with side-by-side comparisons with other brands,” asserted Holmes when giving an overview of the space. Innovation House is the result of a journey the entire Midwich Group has been on since 2015. “The goal was to improve the customer experience,” stated Holmes. “It made sense to team up with others within the Midwich Group so customers didn’t have to take multiple trips to see all of the group’s offerings. This culminated in the Bracknell space, where customers are able to walk through various ‘sets’, all of which showcase a wide range of products hung side by side for a true comparison.” Now fully functional, Innovation House boasts the UK’s largest multibrand experience centre, showcasing more than 200 world-leading audiovisual (AV), Unified Communication & Collaboration (UC&C), broadcast, smart home, and rental solutions from 50 world-renowned manufacturers all under one roof. “It might not be the most popular idea with 14
