✨𝐍𝐞𝐰 𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐀𝐥𝐞𝐫𝐭✨
𝐖𝐡𝐚𝐭 𝐢𝐟 𝐚𝐧 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐂𝐞𝐧𝐭𝐫𝐞 𝐝𝐢𝐝𝐧’𝐭 𝐞𝐱𝐩𝐥𝐚𝐢𝐧 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧, 𝐛𝐮𝐭 𝐥𝐞𝐭 𝐲𝐨𝐮 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐢𝐭?
We recently completed the concept and design of a new 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐂𝐞𝐧𝐭𝐫𝐞 for a private client - conceived not as a place to tell a story, but as a space where that story could be felt.
The ambition was clear: translate complex innovation, research, and future-facing technology into an experience that is intuitive, immersive, and human. Rather than relying on traditional showroom tactics, the centre is designed around behaviour - how people move, pause, engage, and understand.
Rooted directly in brand, the spatial concept reimagines the client’s iconic “A” as a fragmented architectural form. Each fragment becomes a distinct zone - story, science, process, innovation, sustainability - initially experienced as separate moments, then gradually brought back together as visitors move through the space. The result is a non-linear journey that encourages curiosity, conversation, and discovery at an individual pace.
Architecture, digital content, AV, and lighting were developed as a single, integrated system, supported by a carefully curated partner team. From world-leading display technology to highly controlled environmental performance, every element was considered to ensure clarity without simplification, and impact without excess.
This project exemplifies what we value most at Crux: strong design leadership, deep collaboration, and the ability to assemble the right expertise to push beyond perceived limits. Visitors leave not just informed, but with a genuine understanding of the brand’s ambition and purpose.
𝐖𝐞’𝐥𝐥 𝐛𝐞 𝐬𝐡𝐚𝐫𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬, 𝐯𝐢𝐬𝐮𝐚𝐥𝐬, 𝐚𝐧𝐝 𝐥𝐞𝐬𝐬𝐨𝐧𝐬 𝐟𝐫𝐨𝐦 𝐭𝐡𝐢𝐬 𝐩𝐫𝐨𝐣𝐞𝐜𝐭 𝐬𝐨𝐨𝐧 - 𝐰𝐚𝐭𝐜𝐡 𝐭𝐡𝐢𝐬 𝐬𝐩𝐚𝐜𝐞.
Team
𝐂𝐨𝐧𝐜𝐞𝐩𝐭 𝐃𝐞𝐬𝐢𝐠𝐧: Crux Design Studio, Heather Saunders, Nicol Lee
𝐀𝐕 𝐃𝐞𝐬𝐢𝐠𝐧: Uncoded, Campbell Burns, Karen Webb, Andrew Emmett
𝐌𝐄𝐏 𝐃𝐞𝐬𝐢𝐠𝐧:Green Planet Design Engineers, Chris Shoebridge
𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐂𝐨𝐧𝐭𝐞𝐧𝐭: Dassault Systemes 3DExcite GmbH Simon Huhtala
𝐐𝐒: EthosEQ Colin Wood Damien C.
