Client: JCB Excavators Ltd
Exhibition Design: StudioMB
Services: Lighting Design
Overview: Brand Experience (900m2)
The Story of JCB India is a state-of-the-art customer experience within the new JCB India headquarters in Ballabhgarh near Delhi, India.
The facility is designed to act as both the start and end point of a customer visit to the headquarters and factory, and includes a dynamic customer reception zone, 250 seat theatre, VIP dining and the immersive Story of JCB India experience.
A complex and detailed lighting design brings colour and movement to support exhibition and audio-visual displays. Each zone of the exhibition floor runs as an independent mini show with fades and effects responding to visitor interactions with the displays. NSLD persuaded JCB to procure a lighting design based entirely on LED fixtures, and were enabled in finding local products and expertise to deliver the design with the valuable assistance of Design Matrix India.
“The India growth story and that of JCB is closely intertwined. The design has creatively blended interactive audio-visuals with responsive lighting and engaging displays to bring this story out. Visitors have been simply awe-struck. This new facility is one which our shareholders, management, employees and customers are very proud to show. It has already helped enhance the perception of JCB to influencers and closed deals with the major construction firms in India.”- Matt McClurg, EVP Marketing, JCB India Ltd