Trumpf Smart Factory Executive Briefing Center

A Fully Realized Visitor Journey

“We call it the Walt Disney tour for sheet metal manufacturing,”

Tobias Reuther, Smart Factory Director

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The Challenge

Create a cohesive experience

$3.5-billion Industry giant and laser-technology leader TRUMPF needed a partner to create their customer briefing center from the ground up in Chicago. After a highly-competitive RFP, Inhance was chosen to bring the vision set forth to life.

The Solution

The Smart Factory, center of excellence for Industry 4.0

“Our goal was to put the visitor at the center of a journey that will evolve and stand the test of time” said Inhance Creative Director Philippe Martinez.

We created a holistic center, using high-tech to demonstrate high-tech while facilitating face-to-face meetings and unexpected delight. Using the Hero’s Journey as our starting point, we crafted an experience not unlike that of the best theme parks, starting at the moment the visit is booked. Thanks to a mobile companion app containing useful tips, videos, directions and a QR-code reader, the visitors can easily plan their visit and also find their way within the facility. We closely worked with TRUMPF and AV company WorldStage to complement the award-winning architecture by the firm Barkow Leibinger to deliver everything ahead of schedule and under budget.

The Result

Already fully booked for the next 6 months

The Grand Opening was a resounding success where the Smart Factory was introduced to the Press and VIPs. It was featured in numerous publications, including the Chicago Tribune and DesignBoom. When entering the gorgeous glass and metal trusses structure on I-90, visitors are welcomed by a large-scale interactive mural and receive -at our recommendation- their laser-engraved visitor badge, which bears a QR code linked to each interactive. The control room overlooking the factory floor has one of the largest transparent OLED installations in the world, giving them a chance to explore each machine in detail. The main conference room has a custom-made system for presentation playlists and collaboration. Each machine sports its interactive touch screen. Lastly, an “impossible selfie” kiosk allows groups to immortalize their tour by taking a picture high up on the catwalk. After scanning their badge, it’s automatically sent to their companion app and allows them to share on social media. The best part: the facility has been booked solid since the opening.