Lenovo

Lenovo partnered with IA to reimagine its Executive Briefing Center in North Carolina’s Research Triangle Park. The goal was to transform the space from a dated facility into a forward-looking, immersive environment that reflects Lenovo’s identity as a global technology leader.

The design vision centers on creating a seamless journey that celebrates Lenovo’s cutting-edge products and evolving brand story. IA introduced a unifying pathway concept, visually expressed through the ceiling and floor that guides visitors through the EBC while symbolizing Lenovo’s continuous progress and the connection between people, technology, and community. This pathway links key zones, including the lobby, café, product showcase, and conference rooms, transforming circulation into an experiential journey. Materiality emphasizes a balance of contrast and harmony, featuring dark, sophisticated backdrops paired with warm woods and subtle lighting.

The approach is intentionally minimal yet expressive, allowing Lenovo’s branding and digital content to take center stage. A hospitality-forward reception area welcomes guests with a large-scale digital display.

Visitors transition into a multi-sensory product showcase, featuring touch-interactive screens, dynamic LED walls, and flexible configurations that accommodate self-guided discovery and live demonstrations.

Conference environments were designed with hybrid collaboration in mind, offering advanced AV integration and improved acoustics. A reimagined pre-function and café zone supports social connection, informal meetings, and catering, while maintaining a premier atmosphere.

Ultimately, the EBC redefines the Lenovo brand‘s physical presence. It is no longer just a space for meetings and demonstrations—it is a journey through the company’s innovation ecosystem.

Photography by ©Peter Brentlinger