Design consultancy Green Room have designed and delivered a future-proof, multifunctional ‘brand experience centre’ for global consumer appliance company BSH Home Appliances (part of the Robert Bosch Group), bringing together their family of white goods brands; Siemens, Bosch and Neff into one ‘Home of Innovation’. Green Room transformed 455m2 of the two-storey building in Milton Keynes into a versatile space, showcasing the three brands and incorporating a state-of-the-art training facility and conference suite with accompanying breakout areas for up to 100 candidates. Digital integration throughout the showroom was a key requirement to enable the centre to adapt flexibly to retailers needs and the latest innovations.

Andrew Jones, Marketing Director at BSH Home Appliances comments, “We are delighted with our new innovation centre. The final execution bring s to life our vision of creating a hands – on environment that empowers retail staff to know, understand and therefore sell the BSH home appliance brands more successfully .”

Taking a pioneering approach to this ambitious project, the design created a realisation of how the brands could be differentiated when presented side by side. The resulting showroom incorporates a self-contained, gallery-style area to reflect each brand’s personality:
1. A white, pristine environment to showcase the precision of German engineering for Bosch
2. A combination of brick, slate and wood to create a personal and natural Neff experience
3. A futuristic, technology led cube design for Siemens
To further enhance the space, integrated technology instantly updates and delivers content to any screen throughout the showroom. A key feature of this technology is the motion- activated, story-telling wall presenting the brand features and narrative. Due to the success of the concept, it has been rolled out in Dublin, where Green Room has transformed a former car showroom into a learning space welcoming both retail employees and consumers.

Mike Roberts, Chief Creative Officer at Green Room comments, “From insight to design to the execution of this project, the whole Green Room team have delivered excellence with pride and craftsmanship over a very challenging time – frame.” Roberts continues “We are particularly proud of our interpretation of each of the three brand s and the way in which we have integrated them into one flexible and functional showroom.”

The Siemens brand embodies excellent technology and outstanding innovations. The design of the showcase cube is futuristic and technology led. Green Room used polished, mirrored screens to present the brand story on the external walls of the cube, which are motion activated to emphasise innovation. The visitor is the catalyst, causing the information to play automatically on approach.

The Bosch brand stands for brilliance, freshness and efficiency. Green Room designed the cube to reflect the precision of German engineering and allow the products to gleam in a white, pristine environment. As visitors often return to the centre regularly, the content on the screens and lightboxes on the external walls can be updated, and the internal display area is adaptable.

Neff understands that the kitchen is the heart of every home, and the brand celebrates cooking. The working kitchen in this display area facilitates demonstrations by the in-house chef. The more personal and natural Neff experience is realised by combining more homely textures such as brick, slate and wood. The resulting calm and welcoming atmosphere is true to the brand.

Break out areas and meeting pods were an essential requirement. Visiting delegates are saturated with information, and therefore require space to change the pace, dwell and network. The result is a collection of distinctive areas positioned amongst the brand spaces.

Incorporated into the centre is a conference facility with flexible capacity and a soundproofed moveable screen, allowing for large scale presentations to occur alongside demonstrations. The showroom’s technology facilitates instant content delivery to any screen throughout the showroom. Halo lighting is used to set the mood for brand takeovers, e.g. to accommodate for a particular retailer event.

Design: Green Room
Photography: Adam Coupe

About Green Room
Green Room is an award-winning brand and retail design consultancy founded in 2001, with studios in Amsterdam, Birmingham and London. As a collective of creative and craftsmen, of radicals and realists, they believe there is always a better way of doing things, to create and deliver amazing ideas that are big, bold and based in reality.

About The Bosch Group
The Bosch Group’s strategic objective is to create solutions for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch produces technology that is ‘Invented for life’. The Bosch Group is divided into four business sections; the Consumer Goods sector provides a broad spectrum of products and solutions in the areas of Power Tools and Household Appliances.