How do you make glass technology understandable when its real value appears in the way people actually experience it?
AGC had an existing room and a large portfolio of glass products to present. The space needed to accommodate products with very different applications, dimensions and ways of being demonstrated, from automotive glass to architectural facades and interior applications. The original objective was to transform the room into an environment that AGC could use with its customers. The opportunity was to go further and create an experience where visitors could not only see individual samples, but better understand where they are used, how they behave and what they can make possible.
One room had to make a highly diverse portfolio of glass technologies understandable to very different professional audiences.
We started with the products themselves. What needed to be presented? How was each product used? What made it different?
What was difficult to understand from the sample alone? And how could visitors experience it closer to its real application? The project expanded when another AGC department joined the initiative. The room now needed to bring together automotive, architectural and interior applications within the same experience. AGC welcomes automotive manufacturers, architects, designers, schools, universities and other professional visitors, each arriving with different interests and levels of technical knowledge. At the same time, the room was relatively small and the project had to remain within a defined budget. The challenge was to bring these realities together without losing the individual context of each product.
A journey from outside to inside, connecting glass with the environments where people actually experience it.
The concept became a physical journey. Visitors would begin in an environment inspired by the exterior world, then progressively move through architecture, interior applications and mobility. We called part of this journey Discovery Avenue. For architectural glass, BAMHUB recreated iconic buildings associated with AGC in realistic 3D and transformed them into large scale visual environments. Physical glass samples could then be positioned directly against these architectural contexts. Instead of seeing a piece of glass in isolation, visitors could connect the material with the kind of building and application where it creates value. The room became one connected discovery environment for products that otherwise belonged to very different worlds.
Physical products, space and digital technology worked together to make glass easier to explore.
Different products required different ways of being experienced.
Physical samples remained central, supported by architectural environments, custom furniture, digital information, video and interactive technology. For automotive glass, BAMHUB developed a dedicated concept car capable of bringing several automotive glass technologies together within one physical object. Visitors could sit inside the car and use virtual reality to experience applications and behaviours that could not be fully demonstrated inside the room itself. Augmented reality was also explored for other products, while tablets, scanning, videos and dedicated product information created additional layers around physical samples. Custom presentation systems and cases were developed where particular products required their own format.
The experience required many different disciplines to become one coherent room.
Creating the Discovery Room meant transforming the physical space as well as designing the experience inside it. The existing room required construction work, changes to its layout, flooring and electrical infrastructure, together with custom furniture, fabrication and the integration of digital and interactive technologies. BAMHUB brought together the different specialists required to make the concept real and kept the different elements connected to the overall experience. The result combined spatial design, physical products, custom objects, realistic 3D environments, digital content, software and interactive technology inside one relatively compact space.
AGC brought the product knowledge.
BAMHUB shaped the experience.
Different specialists brought the expertise required to build it.
AGC contributed its deep technical knowledge, product portfolio, internal expertise and understanding of its customers. BAMHUB developed the concept and experience, connecting the different product families, physical space, visual environments, digital interactions and technologies into one coherent journey. Different specialist partners contributed the expertise required for construction, electrical work, furniture, fabrication, technology and other parts of the physical implementation. The team was built around what the concept actually required.
A product presentation room became a physical and digital environment for discovering AGC technologies.
The first Discovery Room opened in 2016. It brought together architectural, interior and automotive glass inside one experience, combining real samples with custom presentation systems, spatial design, 3D environments and digital technologies. The concept car became one of the most recognisable elements of the experience, providing a physical setting in which automotive glass could be presented and experienced differently. The Discovery Room became a place AGC could use with customers and other professional audiences to make its technologies more tangible, understandable and easier to discuss.
The Discovery Room became more than a showroom. It became a long term tool for customer engagement, product discovery and professional exchange.
AGC works across the global automotive industry, and the Discovery Room has been used in its relationships with major manufacturers including Mercedes Benz, BMW, Porsche and Toyota, alongside other automotive brands. Its audience extends beyond automotive. Architects, designers, schools and universities are also invited into the space to discover AGC technologies, understand their applications and explore what different types of glass can make possible. Some ideas developed for the room also travelled beyond the original project. The concept car attracted particular interest and the approach was subsequently reused in other contexts and departments. The relationship around Discovery also contributed to further collaborations, including presentation projects connected with Toyota. Most importantly, the room remained relevant over time.
Nine years later, AGC came back to BAMHUB to rethink the experience for a new generation.
In 2025, AGC asked BAMHUB to rethink the Discovery Room. The new concept simplified and refined the environment while adding a stronger interactive digital layer. More touch displays were integrated throughout the room, allowing visitors to explore individual products and richer digital content directly alongside physical samples. BAMHUB also created a comfortable central place to sit, pause, think and discuss, centred around a Japanese inspired cherry tree. The room became cleaner, more open and more interactive, balancing product presentation, digital exploration and human conversation. One element remained: the concept car. Created in 2016, it was still recognised, requested and relevant enough to keep nine years later. The original room also helped establish a longer collaboration between AGC and BAMHUB. Ideas were reused elsewhere and new presentation opportunities followed, including work connected with Toyota. From 2016 to its reinvention in 2025, Discovery became a long term part of how AGC presents, explores and discusses its technologies.
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