Just before entering AGC's Discovery Room in Belgium, visitors sometimes need a place to sit and wait before being received.
AGC initially wanted to create a comfortable coffee corner.
We saw another possibility.
If visitors were already spending time there, why should that time simply be spent waiting?
Many of them would not necessarily know the full range of AGC Automotive technologies before their visit. So we started exploring how that moment could become an introduction to what they were about to discover.
Simply displaying product information would not have been enough.
People waiting for a meeting are unlikely to start reading technical product sheets on their own.
The experience needed to give them a reason to participate.
So we turned it into a game.
At the centre of the space, we imagined an interactive table where visitors could follow a car travelling through different road and weather conditions.
Around the table, different cards represented AGC Automotive technologies.
As situations appeared during the journey, players had to decide which technology could help the vehicle respond.
Instead of being told what a product does, visitors had to choose when and why it mattered.
This changed the way the technologies could be understood.
A product was no longer presented as a technical specification in isolation. It became an answer to a real situation.
The game allowed visitors to progressively discover not only AGC's technologies, but the benefits they could bring to a vehicle and its passengers.
Learning became part of playing.
A vertical screen complemented the table experience, making the activity visible around the space and helping extend the experience beyond the people directly interacting with it.
The installation was also conceived so that the experience would not necessarily remain in one place.
The table could be moved and used in other contexts, including exhibitions, allowing AGC to bring the same interactive product discovery experience to different audiences.
What started as a small waiting area therefore became something much more useful: a physical and digital experience that could introduce AGC technologies before a conversation had even started.
The original need was somewhere to wait. We turned the waiting time itself into part of the customer experience.
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