Wack Group’s interactive corporate showroom

The Wack Group, based near Ingolstadt, has been carrying out pioneering work in the field of cleaning for over 50 years. It offers innovative, premium care products for cars, motorbikes and bicycles, as well as high-precision cleaning solutions for electronics in the aviation, automotive, medical technology and electronics manufacturing sectors. For more than three decades, it has dominated the precision chemical cleaning sector and is the world’s leading provider in this field. Naturally, its showroom must also embody this pioneering spirit. That is why we have developed nothing less than a completely new display to showcase the Wack Group’s capabilities in a bespoke manner. Among other things.

How can precision chemical cleaning be presented in a way that international visitors can quickly grasp? For the Wack Group’s new headquarters, Garamantis developed a corporate showroom featuring four interactive stations. The tour combines the company’s history, product ranges and analytical methods, and prepares visitors for their subsequent visit to the laboratory and technical centre.

Garamantis was responsible for the creative concept, technical planning and implementation. This included bespoke software, a CMS, central control and the development of the three-layer display: transparent OLED touchscreens, an LED film and a moving layer of glycerine combine digital content with physical effects.

The centrepiece of the showroom is the world’s first ‘3-layer display’, in which analogue and digital representations merge. To achieve this, we have combined LED film, a flat basin filled with glycerine and transparent OLED touchscreens. Pneumatic valves precisely control the release of air bubbles into the glycerine layer. These rise slowly and, together with the dynamic lighting from the LEDs, create impressive visual effects – from floor to ceiling. The OLED touchscreens respond to movement and can superimpose multimedia content directly in front of the air bubbles.

In total, we have installed three of these freestanding displays in the room. They embody the synergy between chemical cleaning and precision technology, perfectly in line with the Wack Group’s corporate values. And they have a real impact from a distance. Thanks to their luminosity, the displays catch the eye and draw visitors in, both through the room’s external windows and through the window leading to the foyer. Reflective glass surfaces on the sides of the showroom enhance this effect.

A detailed analysis of dirt in all its particulate forms is an integral part of the Wack Group’s product development process for tailor-made cleaning agents. That is why we have dedicated an entire station to this area, which has a welcoming design. As soon as visitors approach the analysis station, ten ‘analysis cubes’ rise up from a wall-mounted console. Each one represents a different area of analysis. The cubes are battery-powered mini-PCs with square displays. We have developed them specifically for this purpose. When a cube is selected and placed on the illuminated platform, the analysis begins: the relevant data and facts appear behind the reflective glass surface. Hosts and guests can interact with them via the touchscreen. For example, they can examine samples using the scanning electron microscope or apply chemical analysis methods in a playful way. This is ideal preparation for their subsequent visit to the laboratories.

At the far end of the room, the Wack Group’s solutions and services are projected onto an 18-square-metre wall with a dual-axis tilt. This can be controlled via a multi-touch table. Using the collaborative multi-touch interface, any content can be ‘swiped’ from the table onto the projection wall. This presentation environment is visually enhanced by the mirrored surfaces on either side of the projection. Behind these are high-performance LEDs and a high-contrast monitor in a custom format. On this screen, the managing director appears as a life-size avatar and welcomes visitors.

At the end of the tour, visitors can trace the history of the family-run business. In front of a five-metre-long wall print depicting milestones in the company’s history stands a multi-touch monitor that can be moved horizontally along a rail system. Depending on its position above the print, the milestones are digitally enhanced and brought to life in an interactive way: for example, if visitors move the monitor over a globe, it transforms into a three-dimensional representation that can be rotated and activated with a swipe of the finger.

The technology installed in the showroom is complex, but its operation is all the more straightforward and completely intuitive. Visitors follow a logically structured customer journey, whilst the space reacts to their movements in real time with the aid of LIDAR sensors. The simple user interface and the user-friendly content management system (CMS) allow control over every aspect of the showroom. With just a few clicks on the control tablet, a visit can be prepared by, for example, tailoring the language, business areas or individual stories to the next guests.

A quick overview of challenges and solutions

☑️ Efficient: 12 months from commission to launch

☑️ Flexible: Development of the technical concept based on the existing infrastructure in the area

☑️ Innovative:A bespoke interactive station for tailored storytelling

A space that adapts to its guests

The stations form a coherent tour route. Presenters can use the control tablet to select the language, company divisions and stories for the next group. The content management system supports content maintenance.

The project demonstrates how individual development and everyday usability go hand in hand: visitors experience the products and processes first-hand; the company retains control over the presentation.

The WACK Group Showroom has been awarded the German Design Award 2026. View the entry for the German Design Award.

The interactive showroom was also among the top 5 finalists for the 2025 AVard in the “Best Corporate Integration” category. This finalist status recognizes the project within the field of professional audiovisual integration solutions.

Find out more about planning interactive corporate showrooms.