The current emphasis on hospitality has become a defining feature of corporate interior design. Occasionally, however, a project elevates that standard, setting a new benchmark. NetApp's Customer Experience Center in San Jose does exactly that. Conceived as a "house," the space guides visitors through a series of thoughtfully designed zones that evoke the comfort and intimacy of a private home. The immersive journey is carefully choreographed, seamlessly integrating cutting-edge technology and strategic brand storytelling into the fabric of a residential-inspired experience.

The center makes a bold statement with a 64-foot-long LED screen spanning its exterior. This dynamic digital installation features evolving abstract patterns inspired by the brand narrative, celebrating NetApp, engaging the community, and encouraging spontaneous social interaction. Inside, a pitched roof structure integrated into the ceiling defines the architectural language of the space, reinforcing the overarching concept of home.

At the interior, visitors move through a sequence of intentionally crafted zones designed as a spatial journey that evokes the comfort and intimacy of a private home. Starting at the vestibule entry, each space unfolds with layered technology, encouraging encounter, reflection, and informal collaboration. Similar to home, a residential kitchen and spaces like the library and parlor focus on human-scaled experiences across smaller, thoughtfully designed areas. Conference rooms are thought of as co-creation spaces.

Inspired by California’s landscape, warm golden tones and natural wood finishes contribute to the relaxed environment. A sculptural California Cypress with bench seating strengthens the connection to nature and place.

Digital media content integrated with the architecture and tactile materials—custom tile, wood, and biophilic elements—shapes a sensory-rich setting. Interactive technology woven throughout the experience includes an immersive presentation room with doors that open to the larger space when needed for presentations and product demonstrations.

Through a series of authentic and inventive encounters, the flexible center creates a sense of welcome and interplay, recasting how technology firms engage with clients. NetApp's Customer Experience Center sets a new benchmark for experiential client-focused environments where hospitality, architecture, and brand converge.

Photography by Garett Rowland