At the AGC Technovation Center in Belgium - the European R&D and innovation hub of AGC Group - engineers, designers, and partners collaborate on advanced materials, automotive glass, and smart surfaces.
The client wanted to transform its reception area into a welcoming, interactive environment that reflects AGC’s innovation spirit.
What began as a simple coffee corner became a digital Brand & Experience, merging design, storytelling, and technology.
Our mission was to create a living, evolving showroom, an environment that goes beyond product display, capable of telling stories, inspiring creativity, and strengthening AGC’s relationships with clients and partners.
The goal was to reimagine the space completely: remove walls, redesign the architecture, create new furniture, and integrate digital storytelling narratives that connect innovation and experience.
We approached the project as a long-term evolution, combining architecture, design, and digital strategy.
The AGC showroom stands as a benchmark of innovation and storytelling, a space that evolves with technology and continues to inspire, even after a decade.
It has hosted leading automotive brands, architects, and innovators from around the world, all discovering AGC’s vision through immersive experiences.
This enduring partnership exemplifies BAMHUB’s strength in strategic innovation and design continuity, creating not just spaces, but ecosystems that evolve with time.
