Siemens' brief for creating a lasting experience at their headquarters in Masdar City, Abu Dhabi, was two-fold. Firstly, they wanted to educate visitors to the center on how they help bring cities to life. Secondly, they wanted their contributions to the development of a strong, knowledge-based economy, known. The catch? The way their story was told had to appeal to a variety of visitors, from government officials, CEO’s and industry leaders, to customers, tourists and school students.

Our key challenge was changing the everyday person's perception of Siemens. The brand story needed to evoke an understanding for what Siemens does, moving away from their usual b2b tone of voice, to a more human-centric, storytelling cadence. An ‘outside-in’ approach.

Our concept relied heavily on technology - both tried and tested as well as brand new and cutting edge. This is something we are passionate about and something that is shown through the variety of solutions we recommended.

We created a multi-disciplined team who met on a regular basis to discuss progress, challenges, and requirements to ensure the project ran smoothly and within budget. The end result was one which exposed visitors to a panorama of a 24-hour day at Siemens where they could interact, learn, and engage. A "day in your life" takes them on an immersive journey of discovery using a combination of narrative, illustration, and interactive projection mapping.

Recommending a new technology known as "projection mapping" that had not been used in the Middle East at the time.