Informative, interactive and entertaining: the VorwerkFactory Tour provides unique insights into production processes and technologies at the Wuppertal Laaken site.
Complex engineering knowledge for the different target groups – from sales to future trainees – focused on the essentials and at the same time enabling the brand to be experienced in the plant tour.
Interactive theme stations in the production halls translate manufacturing processes into exciting and understandable content. The brand becomes the central theme of the factory tour through the “Welcome Home” leitmotif we developed. The motif is derived from the Vorwerk principle of success, the direct sale of products to customers at home.
Communication concept, planning, design, realisation, conception and creation of interaction software
From the injection molding production to the stamping shop to the U-line production: the factory tour offers impressive insights behind the scenes of Vorwerk and the brands Thermomix and Kobold. Following the leitmotif “Welcome Home”, visitors are taken on a varied, almost three-kilometer-long journey across the site. Starting from the newly created Community & Brand Space, a guide leads visitors through the entire production site at fifteen different stations. An iPad supports the guides as a “digital companion” on their way though the site. In addition to knowledge transfer, the plant tour creates interactions between the brand, the employees and the visitors. The central aspect of the conception and implementation: all stations are connected by a stringent story and a striking design language.
“Curiosity, persistence and appreciation have decisively shaped the cooperation with Vorwerk. Different perspectives were included and discussed at eye level: Co-creation as a driving force for change and innovation. Our joint process was guided by the motto ‘learning from each other and with each other’. A valuable cooperation based on partnership, characterized by mutual trust, courage and action and the willingness to try something new.”
Jennifer Ussner
Account Managerin
The stations are located in the middle of the production halls. Their powerful design serves as a recognisable stage for the guides’ story. The colourful stations offer an attention-grabbing contrast to the industrial environment, loosen up the working environment and at the same time express appreciation for the employees. With their landmark character, they also provide orientation.The graphic elements allow flexible handling of content adjustments and ensure a long-term service life.
“We have developed a powerful design language with a high recognition value for the stations of the plant tour, which can simultaneously assert itself and integrate itself in this special place – namely in the middle of the factory halls during ongoing production. We are also very pleased that we were able to develop a durable and expandable product system with it.”
Hellen Kleine
Creative Direction
Explore, interact and understand: The interactive concept specifically involves visitors in the factory tour. Production processes are explained in a playful and vivid way using hands-on objects. Supported by digital animations, the visitors receive interesting background knowledge.
A recently vacant engine plant, converted into a community and brand space with a pleasant atmosphere, is the starting point for the factory tour. Visitors can interactively explore the brand’s key milestones here. The space can also be used flexibly as an event location, product showroom or co-creation platform.
