Orange lifts lid on visitor experience

Mobile communications outfit Orange debuted its visitor experience in Romania last month as part of a global strategy to rebrand its operations.

The company plans to bring the experience to the UK for an event in London this summer.

The Orange Experience was created by agency Park Avenue and divided into three areas: the reception, which displays information about the brand; the wireless, white theatre where visitors experience a multi-media show about the brand; and an exhibition space.

Orange group head of corporate presentation and articulation Dominic Denny said: "The experience was driven by requests from people asking where they could go to better understand what Orange is all about. We wanted to be able to immerse people in the brand and convey its emotional appeal. This is a powerful communication tool."

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