Digital storytelling in physical spaces
As part of the development of the new Scania Experience Centre, Digital Brand Experience (IXI) collaborated with the Experience Centre project team to create digital touchpoints that connect the physical space with Scania’s wider story. Rather than simply adding screens to a room, the goal was to support different visitor journeys – from independent exploration to guided group visits – and make Scania’s global presence, heritage and impact easier to explore through interaction.
A strong brand experience is not built by one single moment. It is shaped by many touchpoints working together.
From information to interaction
Scania has a big story to tell. It starts in Södertälje, but it reaches far beyond Sweden – across markets, industries, transport systems and communities around the world.
For the new Scania Experience Centre, the question was how to make that story easier to take in. A map can show where Scania is present. A screen can show facts. But a strong experience needs to do more than that. It needs to help visitors understand, explore and connect.
That is where digital interaction can make a difference.
Instead of asking visitors to absorb the full story at once, the experience lets them explore it step by step through an interactive digital table, connected to a large screen that responds and brings their choices to life. The dual-screen setup was designed to support both individual exploration and shared moments in guided groups: visitors can interact at the table, while the large screen makes the story visible in the room.
The story is explored through four lenses: people, locations, numbers, and products and services. Each lens opens up a different part of Scania’s world – from the communities and individuals connected to the brand, to the places where Scania operates, the facts that show global impact and the solutions that keep industries and societies moving.
The experience also includes a quiz, adding a more playful way to engage with Scania’s story. It gives visitors a chance to test their knowledge, get instant feedback and interact with the content in a lighter, more participatory way.
This shift from watching to exploring changes the role of the space. The visitor is no longer only receiving a story – they are taking part in it.
Craft, speed and new ways of working
Behind the scenes, the project also explored how new tools can support the creative process. AI-supported production helped the team move faster through repetitive and time-consuming parts of the workflow, creating more room for iteration, testing and collaboration.
The creative direction remained human-led. AI supported the process, while the team focused on refining the storytelling, interaction and craft of the final experience.
The visitor is no longer only receiving a story – they are taking part in it.
A more memorable way to meet Scania
The Scania Experience Centre shows how digital touchpoints can help a physical brand environment do more than inform. They give visitors a more active way to explore Scania’s story, understand its global role and connect with what the brand stands for.
The work also needed to support what comes next. As one of the first renewed areas in the Experience Centre, the digital experience helped set a direction for future additions to the space. This shaped the approach from the start: modular, scalable and flexible enough to support new content, events and experiences over time.
Used well, digital does not replace the physical experience. It strengthens it. And when every touchpoint works together, the result is a brand experience that feels more coherent, more engaging and more Scania.
Every meeting. Every interaction. Every material choice. Every pixel. Every movement and sound. Each and every choice we make. Everything designed, engineered and delivered. Everything plays a part in the experience we create together, and the pride and trust we earn in return.