The new Experience Center at Pella Headquarters in Pella, Iowa was completed with three goals in mind: to make it relevant, to make it memorable, and to make it tell a story. Meticulous space planning allows multiple tours to occur simultaneously. Interactive product displays and environmental graphics engage visitors, while illuminated backdrops and furniture settings give the products context. Iconic house forms enclose the vignettes, lending a recognizable residential scale to the products. And a focus on choreographed storytelling and demonstrations makes the space a sales tool for the company.