Experience and Dialogue
(Advertisement) Manga workshops, lectures by artists, panel discussions on New Work, exhibitions or network meetings –
all of these diverse events share a common aspiration. As well as the place where they are held.
In August 2021, the Wacom Experience Center welcomed its first visitors. The company develops pen computers, tablets and pads as well as digital ink for use in business and design, medicine and education. Launched in the midst of the pandemic, the centre, which is more than just a showroom, can look already back on a wide variety of events.
Most of them took place live on the premises. The events mentioned here are in addition to the company’s participation in international trade fairs worldwide. Unlike at large-scale events, where economic success is usually measured by the number of contacts, media presence or sales concluded, events at the Düsseldorf Experience Center focus on dialogue and exchange with the community. A maximum of 180 people fit into the space, which is divided into different areas including product tables, a coffee bar, a workshop area and a cinema. This is where the magic happens and the important exchange takes place. Wacom seeks and values honest and direct dialogue greatly but also puts a distinct emphasis on careful listening: what are the current issues? What challenges does the target group face? Insights gained from this can be of great importance not only for pro-duct development and marketing. The conversation itself is an important building block for an authentic brand experience, through which people build a trusting bond. Via these events, their content and the people at the Experience Centre, the brand becomes tangible and can be underpinned by values. This is how Wacom continuously engages with its target audience and stays connected as well as highly visible.
The dialogue with the target group is an important building block for an authentic brand experience.
And of course, the events also provide an opportunity to experience the Digital Ink product. The big electronics stores are currently providing less and less of this important, much-quoted experience, while their reach is shrinking dramatically. This was enough reason for the company to take action. The events are aimed at different target groups, some are organised with partners and some without. Wacom organised its own event for the Night of the Museums. And was pleasantly surprised by the success of the launch. 180 people per hour visited the exhibition of street artist Tymon de Laat, followed his lecture or were actively using the graphic tablets. When the queue outside grew longer and longer, it was decided to let the event run an hour longer than planned. The Manga Workshop with professional manga artists that took place on Japan Day was similarly successful. And events with partners like the Start-Up Week, initiated by the city of Düsseldorf, were also well received by the public.
For Wacom, a company with Japanese roots, there is another important reason to host events: The social commitment offers companies the opportunity to give something back. The Ukrainian Youth Club, which takes place monthly at the Experience Center, is one such example. Here, young refugees come together, are looked after by native speakers and decide the programme themselves. As a tech company, Wacom is also committed to diversity in the industry. Together with the Coding School Düsseldorf, they organise the network meeting “Diversity in Tech”.
Hosting for a good cause: The opportunity to give something back to society.
One question remains: what is the connection between all these different events and target groups from the creative, education and tech industries? “We want to position the Experience Centre and our events wherever things are happening,” says Stefan Kirmse, Senior Vice President Brand & Corporate Communication for Wacom. When asked about plans for the future of the centre, he has a clear vision. “We want to develop a blueprint that will allow us to efficiently create more centres in other places around the world.” Tokyo, Seoul, New York, Barcelona, London - there are thousands of suitable locations where Wacom could engage with local communities. It is nice that Düsseldorf - alongside Portland, Oregon, which already has another centre - is leading the way. •
about Wacom
Wacom ist der weltweit führende Hersteller von Stifttabletts, interaktiven Stift-Displays und digitalen Interface-Lösungen.
Gegründet 1983 in Kazo City, Japan
Niederlassungen auf der ganzen Welt unterstützen Marketing und Vertrieb in über 150 Ländern und Regionen.
Europäischer Hauptsitz ist Düsseldorf
Wacom is the world’s leading manufacturer of pen tablets, interactive pen displays and digital interface solutions.
Founded in 1983 in Kazo City, Japan
Offices around the world support marketing and sales in over 150 countries and regions.
European headquarters are in Düsseldorf, Germany.
Wacom Experience Center
Zollhof 11-15, 40221 Düsseldorf
Tuesday to Friday: 11 AM – 7 PM
Saturday: 10 AM – 2 PM
experience.dus@wacom.com
wacom.com
Pictures Celine Al-Mosawi