Made in India: The Story of JCB India Customer Experience




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INTERIORS: Interior Design


Studio MB


JCB India Ltd


Located within the new JCB India headquarters in Ballabhgarh, this 900m2 state-of-the-art customer experience was designed to showcase the company’s full range of machines that are ‘Made in India’, as well as act as the start and end point of a customer visit to the new headquarters and factory. The offering includes a dynamic customer reception zone, 250 seat theatre, VIP dining and the immersive Story of JCB India experience. Space allowances meant there was no requirement to house any full-sized machines. The exhibition is instead an immersive AV environment, using multiple wall projections and multimedia interactives to present JCB India’s story and enable customers to tailor their experience.The reception zone includes: a rebated chronology charting JCB’s key achievements over the last 75 years; a monitor array that captures JCB’s astonishing production statistics in numbers and a sliding AV monitor that reveals the biography of JCB India, by digitally reacting to artefacts on a timeline displayed in the case behind. The interior of the Story of JCB India experience is dominated by a dynamic 12-metre long inclined projection screen that hangs over a continuous model case showing the enormous range of JCB machines ‘Made in India’. In front of this is a display formed from individual steel letter outlines, built on top of an elongated AV display that is controlled by the customer using a manual slider. The display adjacent to this uses an ‘Airfix kit’ style frame of digitally printed JCB India Accessories to invite customers to explore how their unique requirements can be met by JCB’s extensive range.There are a further five displays set around the perimeter, each of which offers a different style of engagement. ‘Committed to India’ and ‘Committed to People and Society’ each feature a circular low-level dias on either side of the entrance, housing an active map or keynote project examples. Both combine this with a projection fin delivering tailored AV content.On the left wall is a ‘JCB India Innovation’ story that allows visitors to explore the groundbreaking engineering technologies being delivered by the JCB India Design Centre in Pune. This interactive lighting and AV display uses a focal lens to deliver an inspiring insight into the astonishing speed and innovation of their design and engineering capability. Opposite, on the right wall is the JCB ‘Aftercare and Parts’ story delivered through interactive AV and parts display case.