Every brand needs to foster an environment of creativity. However, many companies that don’t utilize the typical brick-and-mortar storefront understand that they need a physical space that goes beyond a classic headquarters. That’s the motivation behind the rising phenomenon of branded innovation centers. 

Dedicated spaces that foster creativity, collaboration, and the development of new ideas, branded innovation centers can solidify a company’s brand identity. Fusing the investigative nature of research and development facilities with a client-facing office, branded innovation centers serve as a spot to demonstrate what a brand stands for. Visitors, often other companies that serve as clients, leave with a strong understanding of what a brand represents, and they see the space as a vessel for developing something new. 

Boasting cutting-edge technology, branded innovation centers are a showcase for new ideas. In contrast to the common stale environment of an office, these lively, well-designed spaces are carefully curated venues for collaboration. When people come together in great environments, great things are possible, and branded innovation centers are a home base for that. Here is a look at three companies that are changing the game.

Hain Celestial’s Delicious Destination

Hain Celestial is the popular food company behind items like Veggie Sticks and Celestial Seasonings Tea. Their Innovation Experience Center is a vibrant, 2,200-square-foot working kitchen, designed to be a hub for hands-on creativity and sensory exploration. The venue features two unique components: one for hands-on product development by the technical team and another for immersing Hain customers and partners in a full sensory experience.

“Our investment in the Innovation Experience Center is an important next step in our journey to reimagine our future in better-for-you,” Hain Celestial President & CEO Wendy Davidson said in a release. “Earlier this year, we redesigned our innovation process to strengthen our pipeline across our leading brands and categories. This center further enables us to transform bold ideas into distinctive products and underscores our dedication to leading in our categories, challenging the status quo, and delivering exceptional value to our customers.”

The company views having an Innovation Experience Center as an “investment in their future.” This willingness to look toward the future and focus on strengthening their pipeline is the level of innovation all companies must pursue.

ServiceNow is Taking AI to the Next Level

ServiceNow is an AI platform used to streamline a business’s workflow. With locations around the world, from New York to Tokyo, the company’s Global Innovation Centers are now important destinations that help businesses understand how they can use AI to transform their company. 

Visitors contact their chosen center for a briefing, and a company representative gathers their goals and requirements to form an agenda. When the date is booked, the team visits to get their questions answered and explore their biggest issues. When clients visit, they leave with exciting possibilities for the future.

ServiceNow prides itself on the global innovation centers serving as the places where “bold ideas become business outcomes.” Described as a venue for “top executives” to visit, these centers allow the ServiceNow team to create and innovate new ideas, while also providing a solidified front for clients to come in and brainstorm. Emphasizing the importance of collaboration, these centers are a breeding ground for conversation. With the use of cutting-edge technology, each visitor leaves with a strategic plan to take their company to the next level.

Visa’s Innovation Centers

Visa’s Innovation Centers follow the 3 D’s: Discover, Design, Develop. With six locations across the globe, each spot fosters innovation and creates immersive experiences for visitors. They focus on helping people build their businesses and ultimately find creative ways for these businesses to become Visa partners, therefore bolstering Visa’s livelihood. 

At their Singapore location, which opened in 2024, Visa focused on two essential issues that will only become more important in the payment industry as time goes on: artificial intelligence (AI) in retail and payments, and enhanced security and convenience. 

“At Visa, we’re bringing ideas to life in a way that’s truly unique to the Singapore Innovation Center, a dynamic hub where we transform innovative concepts into practical solutions. We’re dedicated to helping businesses discover valuable insights early so they continue to stay ahead in the rapidly digitalising payments landscape,”  said Stephen Karpin, President of Asia Pacific, Visa. “By combining our expertise with cutting-edge technology and solution architecture, we work alongside our partners to materialise solutions that address payment challenges, driving real business value and growth for our clients.”

There are a variety of other companies jumping into innovation centers. TUVRheinland, 

Verizon and Henkel also understand how essential it is to have a venue to support their work outside of the typical brick-and-mortar location. 

While storefronts often focus strictly on the customer, branded innovation centers are often B2B focused, meaning they work with other companies. But by creating a venue that gives a brand a solidified front, companies can create immersive experiences that draw in other businesses while also showcasing their tremendous capabilities. 

Branded innovation centers are a means to look toward the future and share your potential with the world.