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Siemens VIP Center

Siemens VIP Center


The Siemens Corporation engaged IDEAS to create the guest experience for the Siemens VIP Center (formerly Base21) located at Spaceship Earth in Epcot, at the Walt Disney World Resort®. The IDEAS experience design team worked with the Siemens team to design the guest experience, which caters to Siemens’ employees from around the world, key clients, VIPs, and dignitaries visiting the attraction. IDEAS conducted a story conference prior to the start of construction, with key Siemens executives, to understand what were the key message points and what outcomes were desired for the visiting guests. Being able to tell the entire Siemens story was the key to implementing a creative and immersive experience.

IDEAS developed guest experience concepts focused on the visitor experience with specific emphasis on attracting Siemens employees and their families and encouraging regular use of the facility for Siemens clients as a business closer. Specific attention was given to way finding, interior design, interactive design, media development, light and sound effects, and displays to highlight the key messages of their various operating companies that make up the world of Siemens.

For the project, IDEAS created a variety of multimedia experiences that educate in an entertaining way, knowledge about the company, communicate its vision to their broad range of employees and stakeholders and became a unique location for all key client briefings and company sponsored events. These tools included hand held tablets that allow the guests to interact with their environment, a 3D monitor featuring Siemens technology, a hidden display wall utilizing smart glass, a simulated world command center, elements for a private label Siemens network, and a multitude of unique video formats. A media server and show control unit allow the staff to instantly customize the visitor’s experience based on their demographics plus allow easy updates to the media being produced by IDEAS.

The Siemens VIP Center is a platform to showcase current and future thinking of the company and how Siemens impacts their visitors’ lives. IDEAS provided ongoing creative input and oversight of the user experience during the construction phase. The Siemens VIP Center opened in 2007 and IDEAS continues to add new elements, and refresh elements within the center as the company continues to grow.