Overview
Modern customer experiences need to do more than simply provide information. They should inspire, guide, and help people quickly and intuitively discover the content most relevant to them. The Siemens Experience Room demonstrates how technology, UX design, and intelligent personalization can work together to make information a compelling experience. The result is a brand interaction that leaves a lasting impression and creates meaningful connections.
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3
Guided tours per week on average -
2,891
visitors since 2025 -
208
guided tours since 2025 -
1
Red Dot Award presented to recognize the Experience Room's design in 2026
The challenge
Siemens is evolving from an industrial company into a leading technology company. Its portfolio spans industries, solutions, and audiences, from manufacturing and energy to smart buildings and healthcare. Communicating this diversity in a compelling, easily understandable way presents a real challenge.
The goal was to create an experience that delivers relevant content for different visitor groups, provides clear guidance, and makes complex topics accessible through an intuitive and engaging journey.
The approach
Merkle developed a new form of brand interaction for the Siemens Experience Room in Zug: an intelligent experience space that dynamically adapts content to visitors' interests, questions, and decisions.
Rather than following a traditional, linear presentation, the solution creates an interactive dialogue between people and the brand. AI-driven logic and voice control help deliver the most relevant content in the moment. Through Siemens' innovations, visitors can intuitively explore different topic areas and use cases, creating a personalized journey.
At the heart of the concept are three key principles:
- Personalized Relevance
Every interaction is tailored to the interests and needs of the visitor. The experience selects and presents content contextually to ensure maximum relevance. - Active Participation
Instead of passively consuming information, visitors actively shape their own experience through decisions, voice interactions, and real-time feedback. - Immersive Experience
The experience seamlessly combines digital content with space, lighting, audio, and visual storytelling, creating an engaging environment that makes technology tangible and memorable.
The outcome
More than a chatbot: A personal Siemens guide
A key element of the Experience Room is an AI-powered voice interface. It welcomes visitors, guides them through the experience, and makes navigation highly intuitive. Instead of relying on complex menus or technical controls, visitors can interact using natural language.
This not only simplifies the experience for visitors but also helps guides deepen individual conversations and focus on the topics that matter most to each audience.
Built for the future
The Experience Room was built as a scalable platform. It can flexibly integrate new topics, products, industries, and content without changing the underlying user experience. This allows the platform to evolve continuously alongside the company's changing needs.
When technology becomes understandable, meaningful connections emerge
The Experience Room was deliberately designed as a scalable platform. New topics, products, industries, and content can be integrated flexibly without changing the underlying user experience. This allows the platform to evolve continuously alongside the company's changing needs.
Award-Winning Experience Design
The Siemens Experience Room received the 2026 Red Dot Award, recognizing its thoughtful approach to experience design and immersive brand communication. The award acknowledges how the experience blends intuitive user journeys, smart interaction design, and immersive technology into a single, cohesive visit. It reinforces the project's goal of making complex technologies accessible, engaging, and meaningful for a wide range of visitors. Ready to turn your own brand experience into something visitors remember? Get in touch to see how.
