Case study

SAP Customer Experience Centers

Walldorf. Munich. Berlin. New York. Tokyo. Singapore

The Sapphire stands happen in public. The Customer Experience Centers are where the real conversations begin

SAP's software runs a serious share of the world's commerce.
Almost nobody has ever seen it.

Six rooms, in six cities, where they finally can. Walldorf. Munich. Berlin. New York. Tokyo. Singapore. Quieter than a trade fair, more specific, and with more at stake in the room.

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Electric delivery vehicle and order kiosk in a Munich innovation lab

Data wall and automated smart market viewed from an upper staircase

What we built

The Show Floor

Five modular pods, each holding the themes shaping one sector. A visitor from retail walks a different route than a visitor from logistics, through the same five pods. TSC built the spatial design, the technology integration and the content templates. The frame adapts, the room doesn't.

That distinction is the whole point. SAP's product changes faster than any building can. A pod that can be refilled in an afternoon outlives a set that has to be rebuilt.

The Experience Lab

Next door, the software gets a floor to stand on. The Lab rebuilds the visitor's own world at full scale: a supermarket with real shelves, a fashion store with real racks. Camera tracking, sensors, interactive screens, physical props.

A supply chain is a diagram until you are standing at a checkout that knows what is in the stockroom. The abstraction gets a floor, a shelf, a checkout, and suddenly it means something.

Six cities, one framework

Walldorf. Munich. Berlin. New York. Tokyo. Singapore. Same framework, six buildings, six sets of local expectations, six teams running it. The brief never changed: make the invisible tangible.

Enterprise software has never been harder to show than it is now. The product is moving from things you click to things that act on their own, and nobody has ever seen an agent either. These rooms were built for exactly that problem, and they were built to be refilled when the answer changes again.

TSC built the Sapphire experiences, too.

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The challenge

Build one framework that lets SAP tell different stories to different audiences across six cities, without rebuilding the space each time, and make invisible enterprise software something a visitor can stand inside.