Serving sustainability through creative tech
The brief
Plastic pollution is a serious issue. But plastic is itself vital in the production of clean technology and the transition to net-zero, making sustainability the key to its future.
Berry Global manufactures plastic packaging and engineered products, operating across 34 countries. Their mission is to promote a circular economy – one where we all reduce, reuse and recycle plastic products. They are constantly innovating across the world to achieve sustainability so, to show how, they wanted to create a cutting-edge learning centre at their new headquarters in Barcelona for their clients, the Berry team and local communities.
They tasked us with designing and creating a cohesive, interactive innovation hub that leverages the latest in creative technology to engage, inform and inspire visitors.
Our approach
The innovation hub covers 320m2. Its design depended on the different experiences that we would come up with so, to get started, we held a series of creative workshops with the client team to understand their goals and the types of information they wanted visitors to access and remember. From there, we took our findings and applied our keen creative and technical minds to the challenge.
We know from experience that technology should never be there for the sake of it; it needs to serve a purpose – using the platform that will best achieve its aims. So we took a storytelling approach, crafting an intuitive user journey that’s enhanced by experiential activities. Visitors are encouraged to uncover these stories and learn through doing, seeing and interacting with a number of key experiences that include:
An AI-powered knowledge base – a whole-wall matrix screen that enables users to interact with an AI chatbot (nicknamed “Poly”) through a podium-mounted tablet
A multi-purpose interactive table that plays host to a mixed reality experience about Berry’s innovative CleanStreamⓇ technology powered by Meta Quest 3 headsets, a projection mapped tabletop game that uses lidar sensors and hand tracking to enable users to play against each other, and an interactive animation of plastic pellets that’s projected onto the surface for users to manipulate through touch
NFC-activated product explorer, enabling visitors to scan a product and instantly load its key information.
The space is controlled by a tablet app, enabling Berry to personalise each visit to the specific client by inputting their name into the AI matrix screen. They can also choose from a number of ambient soundtracks that enhance the feeling of immersion, with visitors encouraged to play with the interactive tabletop as soon as they enter the room.
From the layout of each experience to the careful choice of tech behind each one, we worked closely with stakeholders across Berry to devise an immersive space that gives the Berry team the flexibility to customise each visit to the individual client, while ensuring an intuitive, engaging journey from the start.
Our challenges
With a project on this scale, challenges go without saying – especially when the parties involved are experts in very different fields. We had to get clued up fast in Berry’s innovations, which required close cooperation with the wider team and site visits to their facilities at Leamington Spa to learn about CleanStream® firsthand.
We were also working with rapidly evolving technology, especially AI, and had to adapt quickly throughout the development process to make sure every solution was as effective and reliable as it could possibly be. We then had to install each solution in the space while details of its fabrication were still being finalised to a tight deadline.
And with multiple stakeholders across the Berry group, we quickly had to establish a strong working relationship that crossed borders and time zones – putting significant time and effort into ensuring communication lines stayed clear and open at all times. This was crucial in enabling the team to forge robust, positive relationships with the Berry task force as we navigated complex collaborations with their architects, GAC, and provided substantial support to all involved, including coordinating key meetings through site visits to Barcelona.
In the end, the project's scale meant that nearly every Infinite Form team member was involved – fostering a deep sense of investment and pride in the work we accomplished.
The results
Designed to showcase Berry’s innovations to multiple audiences, including clients such as L’Oreal, M&S, Heinz, and McDonald's – as well as internal staff and local community stakeholders such as school groups – the Berry Innovation Hub has so far been a huge success with glowing feedback from the Berry board and visitors alike.
We remain in regular contact with the Innovation Hub team, providing remote technical support and liaising about updates and future plans to enhance the overall experience further. We can’t wait for the next phase.
“Thank you for your amazing support these months, weeks and certainly, these past few days. It has meant a lot to us in the Inno Hub team and to our colleagues and resulted in a wonderful tour for our Board of Directors from the US and for our President, Jean-Marc. Feedback from each member of the Board has been very positive – they have been blown away by our talents, capabilities and the structured approach to drive growth.”