Showroom concept: From idea to opening in 7 steps
We have broken down the process of designing a showroom into seven steps to give you an idea of the major and minor milestones along the way.
1. Analysis of objectives and requirements
- Which target audience(s) is the showroom supposed to address/appeal to?
- Which occasions are conceivable? For what group sizes? How long are the tours/events/visits supposed to last?
- Do you want to provide guided tours, encourage visitors’ free exploration, or both?
- What business segments, product, or subject matter do you want to be in focus?
- Which way of the showroom’s integration into your business is possible/desirable?
- Which quantifiable/measurable objectives for your showroom do you want to define?
2. Budget setting
- Which of your business units, products segments etc. do you want to involve (funding, planning, and usage)?
- Which funds are available to finance the installation?
- Who takes charge of operation, maintenance, and future expansion?
- Create a business case including costs, visitor numbers, conversion rates, etc.!
3. Inspirational phase
- What would an outstanding presentation of your business look like?
- What is to be the showroom’s general creative guiding principle?
- Which are the benchmarks set by competitors?
- What trends, best-case scenarios, and best practice rules exist in other business sectors industries outside of your own?
- interior concept and structural design
- definition of interactive stations, processes, and content
- conception regarding modes/forms of presentation and content per target group
- consultation of external experts
- requests for cost estimates, onboarding of partners
- internal presentation, approval and green-lighting
5. Detailed planning and preparation
- the technical specification of stations and exhibits
- technical infrastructural planning (power supply, network, lighting, sound, etc.)
- IT admin
- management of content (digital content, curation, preparation of content, updates)
- exhibition control (simple and convenient booting and shutdown, activation of target-group specific presets)
6. Realization and Testing
- project management
- coordination of different service providers
- roll-out and implementation
- training of staff and presenters
- practical testing
7. Opening ceremony and continual optimization
- internal and external communication regarding the opening event
- opening event with attendance of important business contacts, (local) political representatives etc. in order to attract media attention
- meaningful embedding of showroom into daily internal procedures and documentation
- integration into business communications, marketing and sales activities
- internal and external evaluation and subsequent adjustment
- assessment of performance/success and optimization
Timing and Schedule – How Long From Initial Idea to Its Realization?
The duration of a project largely depends on its scope and the available funds. To give you a rough outline: if you calculate with 6 to 12 months between your initial notion to get a showroom and its grand opening, you’re on the right track. However, a large and/or very elaborate showroom may take longer in implementation.
Showroom concept as a success factor
The first step is always the hardest – especially when it comes to creative projects with many people involved and little certainty about the outcome. As long as only a few key points are known and agreed, there is a lot of uncertainty and risk in such a project. We can say from experience that it is always wise to start with a solid concept – in writing, with 3D visualisations, and with internal multilateral approval. It’s best to develop this concept with an experienced expert. Even if you decide to use a different service provider for the implementation phase of the project, you’ll still have a solid foundation and decision-making basis to fall back on later in the process (e.g. when selecting a suitable supplier).
This blog entry is an excerpt from our comprehensive whitepaper “Successful Planning and Realization of Corporate Showrooms – A guide from HOW to WOW”. If you would like to receive the whitepaper free of charge, please write an email with the subject “Whitepaper Showroom” to firstname.lastname@example.org.