Client Profile

Over an eight-year period, the Amway Corporation engaged CooperKatz twice to redesign the company’s Visitor Center in Ada, MI.

Over an eight-year period, the Amway Corporation engaged CooperKatz twice to redesign the company’s Visitor Center in Ada, MI. In both cases, we worked closely with senior operational and brand management executives to communicate the essence of Amway’s business model, R&D expertise, manufacturing capabilities and high-quality wellness, beauty and home care brands.

The initial redesign created an eye-popping, technology-enabled, hands-on exhibit.  The visitor experience started with a theatre presentation, after which audience members exited 'through the screen' into a central exhibit core with portals to four different display spaces. Special features included a moving conveyor with 92 company products; an observation deck that virtually transported visitors to the manufacturing floor; and a stunning backlit wall that told stories of distributors around the world.

The second redesign completely refreshed Amway’s story with interactive kiosks, touch screen video segments and a stunning historical I-Wall presentation. A track system enables guests to slide a thin video screen across the I-Wall timeline activating video and other media elements that illuminate key Amway historical achievements over the years.