Diageo North America launches a 17,000-square-foot “collaboration center.”
Visitors to the Center will leave with a heightened understanding of the trends currently shaping beverage alcohol purchase and consumption, which they can then apply to their strategic plans in order to unleash new levels of momentum for their business, and the category. Available year-round to invited guests, the facility represents the future of collaboration, Diageo said.
“We are focused on being consumer-centric and leading the industry in insight generation and leveraging data,” said Claudia Schubert, president, U.S. Spirits and Canada. “We’ve doubled down on our collaboration agenda with this state-of-the-art experience right here in North America. The Diageo Collaboration Center will be a gamechanger, transforming the way we share insights, collaborate and generate new opportunities with our customers, distributors and agency partners.”
Guests of the Center will participate in an individualized educational experience that spans two zones: “See It” which utilizes immersive technology to share trends and insights around the disruptive forces shaping society, and “Live It” which provides simulated examples from various purchasing occasions and consumer touchpoints, such as the home, bar and store.
Over the course of a day, guided by Diageo’s team of beverage alcohol experts, visitors will journey through eight unique rooms, all bringing to life concepts in ways that 2D presentation software simply cannot.
Blending the analog with the digital, state-of-the-art facilitation technologies and methods will enable attendees to see and live the future, taking a first step toward responding to the transformational wave of change on the beverage alcohol industry’s horizon.
“We set out to create a different type of meeting experience, where people could come together in partnership to think freely, innovate, brainstorm and feel unrestricted to take risks and come up with incredible new ideas,” said Steve Wallet, VP, category, shopper and e-commerce. “The Collaboration Center is all about understanding the consumer and the shopper, as well as recognizing what the true needs of our customers, distributors and agency partners are and how, through their experience at the Center, they will be able to advance their businesses in exciting new ways.”