Design Thinking Center Eindhoven

The first Design Thinking Center opened its doors in a former Amsterdam chewing gum factory, in 2016. DST greatly contributed to its realisation. Over 15,000 visitors attended its programme in over 600 sessions in three years’ time. A major success, prompting Nextview to open another Design Thinking Center on High Tech Campus Eindhoven in 2018. DST was responsible for the concept, design and build management.


Let us refresh your memory. Design Thinking is a way of thinking in which the end user of a service, product or process takes centre stage. It’s no wonder the Design Thinking Center Eindhoven puts its visitors centre stage, too. Visitors have to immerse themselves in the real problem of a client, in his latent desires. This will generate better products that really answer a need and comply to what people really want.

High Tech Campus

It is fitting the Design Thinking Center is located on the High Tech Campus. The place where Philips has been carrying out fundamental and applied science for over half a century. And which was opened up to other organisations around fifteen years ago. From single-minded start-up to capable multinationals, all share their drive to innovate. To make new technological solutions a reality. By co-operating, with their end-users in mind. It’s no wonder this single square kilometre of Eindhoven is responsible for no less than 40% of Dutch patent applications.

Get to work

The bright former factory halls invite visitors to take an open approach to problems on the agenda for today. In a communal welcome on the grand stand they are told about the space and the programme for the day. The center offers custom work space that allow full focus on the subject of the day. This is achieved through using flexible and mobile walls, an inspiring and somewhat unusual lay-out, in-depth stories on the history of the location and downright functional rooms with themes to match their visitors’ approach. Themes like sustainability, high-tech, social-responsibility and commercial viability, for instance.

Tata Steel Innovation Centre

Tata Steel Europe is a worldwide leading manufacturer of advanced and (ultra)high-strength steels for the automotive, packaging, construction and engineering industries. A high quality Dutch company with a rich history and future in innovation. It is no wonder King Willem-Alexander himself visited the brand-new Tata Steel Innovation Centre in September 2018, as part of the centennial celebrations of the IJmuiden site. DST was responsible for concept, content and design of the centre, in partnership with Bruns (realisation).

Centre stage for visitors

The choice to radically change the way business relations are received, stemmed from a strategic course change with Tata Steel IJmuiden. The company changed from a traditional product-pushing manufacturer to a customer focused on-demand developing and production business. Particularly in customer reception and market development, its Tata Steel Innovation Centre is a major step forward.

Efficient and thorough

The Innovation Centre offers business relations a professional reception that uses AV, projection mapping and an interactive wall to create context for each visit. Its reception area has been developed to aid Tata Steel hosts to efficiently and thoroughly explore exactly what challenges and needs his or her visitors face.

Conversation pieces

The information gained in the reception area is input for in-depth conversation in the nearby conference rooms, where confidentiality and conversation support are key. A tour of the nearby high-tech automotive and packaging labs is also possible. For this tour DST improved signage and banners, offering hosts an extra way to focus on subjects that appeal to specific visitors.

Upgrade of guided tours

Apart from the Innovation Centre Tata Steel also asked DST to restructure its guided IJmuiden site tours, mostly for schools and students. The new tour guide scripts better facilitate dialogue and are supported with 360-degree VR-movies on tablets inside tour vehicles. These allow visitors to see what takes place inside plants, without leaving their tour vehicle. This is particularly important for time constraint reasons and safety rules.


The Tata Steel Innovation Centre and guided tours are available by invitation only.

VodafoneZiggo Experience Centre

It was hard to miss the opening of VodafoneZiggo’s new headquarters in Hoog Catharijne. Yes, that Hoog Catharijne, the shopping mall in downtown Utrecht that was spectacularly refurbished last year, and has become the place-to-be for a company whose place is in the middle of society. Fun and progress in every connection is VodafoneZiggo’s purpose. An experience centre is the place to help bring that purpose to life. Which is exactly why VodafoneZiggo put theirs on the first floor of their new offices. Sandenburg Concept Creation and DST were responsible for its concept, design and content.

The experience centre’s purpose is to provide visitors with a memorable, inspiring and relevant experience. This is where to experience the impact of our future technological landscape. Or, the Gigabit Society, as VodafoneZiggo calls it. All digital developments will soon run on 5G and at gigabit speeds. You’ll discover how this affects society, the way we do business, our careers, our work and our lives. You’ll also subtly experience the goals, strategy and values of VodafoneZiggo as an accelerator of technological progress.

The centre has specific programmes for diverse target audiences. For B2B-customers there’s a session detailing what the Gigabit Future means for them. VodafoneZiggo employees are taken through its values in an interactive reboarding programme. School visitors are made aware of digital technology, digital skills and future professions in the Digital Life programme. Cocreation is key for all programmes. VodafoneZiggo rarely sends messages. It receives a lot of them, and puts visitors to work in a playful manner.

Let’s have a look around in the centre. Visitors enter the Welcome Area. An open environment for employees, customers, suppliers and visitors to meet each other. A reception, a cosy bar, seating, good coffee, in an atmosphere that echoes a contemporary hotel lobby.

Warmup is where the actual programme starts, and where you get acquainted with VodafoneZiggo’s purpose, values and culture. A wide-screen movie will let you see you eye-to-eye with VodafoneZiggo’s employees, who tell about their company experiences in their own words and time.

Any experience centre needs one moment of true submersion. The Connection Theatre is VodafoneZiggo’s. A spectacular short multimedia introduction where you’ll experience the Gigabit Future, using film, projection mapping, scale models, laser technology and a custom sound track.

After that it is time to go Future Mapping in two rooms. This is where visitors participate in an interactive session involving alternating game and work formats. From digital with a gamified discussion and brainstorm, to hands-on with magnetic wall paper and markers. These sessions are the core of any visitor programme. You’ll be challenged to form your own opinion and point of view on your future.

As a final inspiration we offer you our Team-up Area, which offers room to display solutions following your own session, and showcases inspirational VodafoneZiggo case stories. It also doubles as an auditorium for groups.