Immersing adventurers into a brand's world
Leading experience strategy for the Shimano Experience Center
Shimano is known for the technical quality of its equipment. However, the brand lacked an emotional connection to its users. The Experience Center is a part of a bigger complex. It should promote adventure to a wide audience, as visitors range from experts to enthusiasts.
Located in a city known for cycling and outdoor activities, The Shimano Experience Center connects users to the outdoors. It brings together education, community and trial. Worked with a team of designers and architects to define touchpoints, zoning and services.
Workshop Moderation
Stakeholder Management
Experience Strategy
Customer Journey Mapping
Touchpoint Guidelines
Communication Hierarchy
Service Design
Zoning, illustrative example: Creating specific areas in the Experience Center to take visitors on a journey through Shimano.
Key touchpoints: Shimano’s expertise was brought to life through interactive and informative areas within the center.
Outcome
Results
The Shimano Experience Center is a hub for the entire community, from outdoor enthusiasts to dedicated athletes. Schools, cycling clubs and groups gather in the lounge/workshop area and the center holds its own events. By showcasing Shimano’s products and mission in a dynamic way, the brand attracted new audiences, while reengaging existing enthusiasts.