LinkedIn Experience Center, London
A first-of-its-kind venue transforming how LinkedIn London does business with customers and prospects.
LinkedIn’s first-ever Experience Center is a collaborative, multi-use space where customers, nonprofits, and thought leaders can make connections, learn, and gain new mastery of the LinkedIn platform to achieve their business goals. It’s a place of inspiration, community, and learning where everyone belongs.
Every element of the Experience Center is intended to strengthen in-person conversations and customer engagement, from stunning displays, to shareable photo opportunities, to interactive modules highlighting LinkedIn's business solutions, products, and brand narrative.
Alongside talented colleagues who managed the Center’s architectural design, I was tapped to manage the experiential design. This ranged across a variety of scopes, including:
Experiential strategy
Wayfinding and signage systems
Product marketing
Interactive digital experiences
Environmental graphics
Copywriting
Naming
Glazing manifestations
Fine art commissioning and curation
Promotional media production
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The LinkedIn Brand Portal, visible from the bustling Farringdon Road, offers an atmospheric media moment responsive to movement and touch.
The softly-shifting colorscapes can be updated for holidays and cultural events, as well as a scrolling marquee added for simple messages. The prominent LinkedIn “InBug” logo engages passersby and firmly enshrining LinkedIn’s Experience Center as a can’t-miss local landmark.
This large-scale installation required complex LED engineering, precise electrical assembly, and extremely detailed woodworking.
At the LinkedIn Solutions Hub, customers approach a sleek display presenting a range of ways to grow their business through taking advantage of LinkedIn’s impressive B2B products and services.
Want to attract top talent, glow-up your business page, or future-proof your business through AI upskilling? Created in close collaboration with Product Marketers across all of LinkedIn’s service lines, the Solutions Hub allows customers to step into their own story and walk away with relevant, actionable next steps.
The LinkedIn Photo Booth is perhaps the most irresistible activation in the bunch. It's guests’ chance to have some fun, channel their inner tourist, and snag a profile pic that shines. Users step inside, strike a pose, and try out different lighting and backgrounds (including some with a British flair).
In seconds, they'll have a physical filmstrip and digital pics so they can update their profile on the fly.
Digital Activations
With a planned 600 events taking place per year throughout the Experience Center, the project presented a tremendous opportunity to engage audiences in-person to educate and inspire them through dynamic interactive experiences.
With the support of the experience design experts at Deeplocal, as well as months of cross-functional engagement with product, marketing, and brand stakeholders, I delivered five distinct activations ranging from irresistible photo moments to business-focused deep dives that deliver generative insights to B2B customers.
We put a dynamic twist on LinkedIn’s iconic and photo-friendly InBug, by adding animations that illustrate the six hires made every minute through the LinkedIn platform.
When a group approaches the InBug to take a photo with it, it senses their presence and resets to the classic blue-and-white InBug colors.
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The Vision Window takes guests on a journey through LinkedIn’s core values and vision across DEI, Career Growth, Social Impact, and more. Guests can explore LinkedIn’s data insights and see how they’re driving the future of work.
Each module offers transparency, deepens customer trust, and illustrates how LinkedIn is more than just a platform for networking and jobs.
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The Art
To ensure an unforgettable experience for visitors, I first designed a series of engagements with London-based colleagues to distill what would be the most important elements of the art that would be placed in the Center.
We learned that the art would need to be welcoming, accessible, culturally diverse, site-specific, and symbolic of LinkedIn’s mission of connecting the world’s professionals to make them more productive and successful.
I worked with our curatorial partners at Acrylicize to select a diverse array of artists to purchase a mix of completed works and original commissions. The resulting installations complemented perfectly the visual themes of the Experience Center, as well as the topical themes of community, collaboration, and finding your own unique voice.
The work of East London mixed-heritage fiber artist Amber Roper blends color, texture, and composition.
Roper works intuitively, layering textiles and found objects to create dynamic, organic compositions. Her unplanned process reflects boundless creativity, yielding vibrant, intricate works.
Daniel Dzonu Clarke’s works reflect the architecture and natural surroundings of LinkedIn’s Farringdon office. Inspired by Clerkenwell’s streetscape, Dzonu-Clarke envisioned a dreamscape blending the area’s long industrial and cultural legacies.
The pieces encourage viewers to connect their intricate details with the world outside, fostering a deep sense of place.
This original commission Chroma by Jo Hummel, placed in the Executive Suite’s primary boardroom, celebrates the platform’s principles of connection, collaboration, and growth.
The engaging interplay of organic and architectural shapes reflects the diversity of ideas and perspectives that LinkedIn nurtures.
The Branding
Every aspect of the Experience Center - from the general ambiance to the smallest design details - needed to contribute to a cohesive, engaging, and memorable visitor experience that reflects LinkedIn’s brand and Farringdon’s local context.
I partnered with London-based creative agency Acrylicize to infuse the Experience Center not only with LinkedIn brand imagery, but with Farringdon’s unique cultural fabric. The warm, energetic graphics scheme creates an environment that invites conversation and stands as testament to LinkedIn’s brand and service offering.
Months of construction work invited us to get creative with how we covered the windows of the future Experience Center to activate the site and build anticipation.
Visual motifs were thoughtfully sourced from the building’s own architectural details to create a throughline that ended up reaching through to the permanent graphic design scheme.
Tastefully designed linework invites passersby into small moments of learning and brand engagement. Graphics pay homage to the rich natural and industrial history of the surrounding Farringdon neighrborhood.
