Caterpillar once again relies on Filbak for the design of the CAT Aftermarket Solutions Ecosystem showroom, an interactive space where users can explore the various services offered by the company
Caterpillar, world-leading company in the manufacturing of machinery for numerous industries, it has large facilities next to the PTA (Technological Park of Andalusia). A business park of reference specialized in the ICT sector, in the Campanillas district, Málaga.
the starting Point
After designing its Technology Experience, a space that showcases the most futuristic and technological aspects of this giant machinery, the brand ventures into a new universe where the user experience is the central axis around which everything revolves.
Specifically, this new facility is located in the Customer Solution Center building, a large-scale events hall that has been underutilized until now and possesses the ideal features to transform into the Aftermarket Solutions Ecosystem.
It is a project of international collaboration, where Filbak joins forces with MC2, experts in creating both virtual and live experiences, and Weber Shandwick, a communication and marketing agency.
As a result, it’s a project filled with nuances, born from the intervention of different perspectives and creative experiences.
showroom design that speaks to the brand
The showroom design is based on the concept of the ecosystem, reflecting the interconnection between Caterpillar’s departments and services. It forms a neural network that provides a unique after-sales service.
Nine different stands have been built, each very distinct and visually striking, representing a fundamental part of the Caterpillar universe.
The showroom design includes the following stands: Undercarriage, Ground Engaging Tools, Hydraulics, Work Tools, Maintenance, Parts.CAT.com, Rebuild, Cat Financial, and Customer Value Agreement.
Furthermore, they all feature interactive content to engage visitors and convey information to them. Both the virtual content and the series of games and activities that take place bring visitors closer to the work carried out in each department, adding a touch of dynamism and fun.
Each of them, a fundamental part of the CAT universe, tells its own story, and this is represented with very different elements. For example:
CVA (Customer Value Agreement) is “a straightforward purchasing plan designed to make your life easier.” In the CAT Aftermarket Solutions Ecosystem showroom, the CVA stand becomes the perfect place to relax and unwind after a satisfying purchase.
Parts.CAT.com: Fast access to the right parts.” It represents a reverse “Where’s Waldo?” scenario, where you quickly find what you’re looking for with the push of a simple button.
Cat Financial “financing solutions for retailers and wholesalers.” A dynamic play that illustrates how Cat Financial accompanies you throughout the entire sales and after-sales process.
Caterpillar ecosystem and light show
In showroom design, the creation of a sense of interconnectedness is taken into consideration.
The structures of the stands simulate the texture of wood, evoking sustainability and further enhancing the concept of an ecosystem.
Furthermore, two Molo walls are included in the set, allowing for specialized training sessions at a single stand. This, coupled with the fact that all elements have wheels, transforms the design into an interconnected and flexible ecosystem.
The lighting plays a fundamental role, starting with a light show that highlights each booth individually, until it illuminates the entire showroom design completely.
Domotically controlled, this lighting system highlights the unique features of each stand, focusing on the details and creating a comfortable atmosphere. All of this is enhanced by a presentation video with acoustic effects that leave no one indifferent.
showroom design and user experience
Therefore, in order to accurately capture each of these brand extensions, close collaboration with specialists from each department is necessary.
The main challenge is to bring the desires of each area into reality and showcase in the booth what is truly relevant for customers. Always incorporating an additional touch of innovation.
After its recent inauguration, this space has already marked a before and after. It reflects the way Caterpillar showcases its commitment to improving the user experience to the world.
