Located in Valkenburg in the Netherlands in an area with a rich cycling history, hosting the Amstel Gold Race annually and being the setting for the 2012 UCI Road World Championships., Shimano Europe plans to build an ‘Experience Center’ – effectively a theme park centred on the brand – that will be focused on the brand’s main areas of specialisation, cycling, fishing and rowing.

The centre is also designed to support retailers of Shimano products in the region, enhancing the brand and providing exciting testing opportunities. The Shimano Experience Center will allow visitors to “engage in a fusion of interaction and function,” with themed areas “presented as a sensorial experience, encouraging guests to move, feel and live the Shimano moment.”

Shimano’s ambition:

As well as showcasing the latest Shimano products the venue will also have indoor virtual reality displays highlighting iconic locations from around the world, plus outdoor test tracks and ponds for fishing.

Our approach:

Working with FutureBrand UXUS interiors we collaborated in creating a seamless experience with a more personalised approach. By asking attendees to pre-register and answer 6 to 7 mandatory questions about their interests, level of experience and personal information, we can create a level of personalisation across the experience centre powered by RFID this will create a unique, memorable experience for users and allow Shimano to create an ongoing conversation with customers.

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Client: Shimano Europe
Project: Visitor Centre/Test track
Agency: FutureBrand Hugo&Cat/UXUS
Role: Creative Director
Date: 2018
Region: Valkenburg, Netherlands. Mainland Europe