Mitsubishi Electric Automation Corporate Showroom
- Chicago
- Permanent Environments
- Factory Automation
Crafting Mitsubishi Electric Automation’s Brand Experience
THE CHALLENGE
Evolving Product Presentation
Mitsubishi Electric Automation’s corporate showroom, once a key space for showcasing the company’s advanced industrial technologies, had become dated and in need of an experience that accurately reflected their cutting-edge reputation. The space featured only static displays and had very few interactive or digital elements, limiting its ability to fully demonstrate the depth, innovation, and evolving capabilities of the brand’s offerings.
It no longer reflected Mitsubishi Electric Automation’s leadership in automation or provided visitors—clients, partners, or internal teams—with a compelling, immersive brand experience. A complete transformation was needed to align the physical environment with the company’s cutting-edge reputation and to tell a cohesive story across Mitsubishi Electric Automation’s core business pillars, both past and present.
THE SOLUTION
Designing Purposeful Interaction
Impact XM led a comprehensive overhaul of the showroom, managing everything from structural renovation to immersive content development. The project began with the demolition and reconfiguration of the physical space, enabling a more strategic layout that could support a variety of digital and product-focused touchpoints. Working in close collaboration with Mitsubishi Electric Automation’s internal teams, the general contractor, architect, and building engineer, Impact XM designed and delivered a turnkey experiential environment.
Central to the new experience was the integration of live, interactive technology. A standout feature is the Smart Manufacturing Demo, shipped directly from the company’s parent company in Japan, which runs in real time and feeds dynamic data into an eight-monitor Command Center, allowing visitors to see solutions in action. Another anchor element is the Collaboration Table, a tactile digital interface that uses object recognition, guests place branded markers on the surface to trigger video content and product stories, enhancing engagement and learning.
Every digital touchpoint, user interface, and content experience was concepted and executed by Impact XM, ensuring consistency across the space. Physical products were thoughtfully integrated into the design to align with key storytelling moments, creating a seamless blend of form and function. The result is a forward-thinking environment that communicates Mitsubishi Electric Automation’s innovation while remaining grounded in real-world applications.
THE IMPACT
The redesigned showroom has quickly become a source of pride and a powerful tool for Mitsubishi Electric Automation‘s internal team and channel partners. Initial client feedback has been overwhelmingly positive, with internal stakeholders noting a significant boost in how the space supports product education, brand storytelling, and customer engagement. The showroom now offers a flexible, future-ready platform to host demos, executive tours, and training sessions, reinforcing Mitsubishi Electric Automation’s position as a global leader in smart manufacturing and industrial automation. More than just a visual upgrade, the transformation has redefined how the company tells its story and connects with its audiences.
