HP
Tech & Telco
One Briefing Experience, Delivered in Three Markets
Greater Group delivered HP’s Customer Welcome Centre (CWC) programme across Singapore, China and Australia through a single regional engagement spanning design, procurement and supply.
More than a programme of demonstration spaces, the challenge was to create a consistent enterprise customer experience across three very different construction markets. Whether a customer entered the centre in Singapore, Sydney or Chongqing, the environment needed to communicate the same HP proposition, demonstrate technology to the same standard and support the same quality of hosted engagement.
Greater Group developed the programme as a repeatable platform: globally consistent in the elements that define the experience, but flexible enough to respond to different buildings, construction markets and operational requirements.
Where Enterprise Customers Are Won
HP’s Customer Welcome Centres bring enterprise customers into the brand to experience technology, understand solutions and engage directly with HP teams. Unlike retail, the environment is built around hosted demonstrations, presentations and conversations rather than browsing or passing trade. Greater Group delivered centres in Singapore and Sydney in 2017, and a 3D print centre in Chongqing between 2018 and 2019.
The challenge was to deliver that experience consistently across three countries despite different buildings, contractors, approvals and local supply chains, without requiring HP to manage a separate design and delivery model for every market.
One Engagement, Not Three Commissions
Greater Group treated the Customer Welcome Centre as a repeatable experience rather than a series of individual fit-outs. Design, procurement and supply were coordinated across the programme, establishing consistency in the spaces, equipment and elements most important to the customer experience while allowing each centre to respond to its local conditions.
A shared design and documentation framework provided the consistency, while coordinated procurement and supply ensured the elements defining the experience could be delivered to the same standard across markets. In Chongqing the same framework absorbed a different brief, a 3D print centre carrying its own media screen requirements, without departing from the environment established in Singapore.
The Same Briefing in Any Market
The programme gave HP a consistent platform for enterprise engagement across three markets, ensuring the quality and clarity of the customer experience did not depend on location.
By coordinating design, procurement and supply as one regional engagement, Greater Group created a repeatable model capable of adapting to different markets and buildings while maintaining a recognisable HP environment. Singapore set the standard, Sydney reproduced it, and Chongqing demonstrated that the model could absorb an expanded format without losing it.
