The showroom is an exhibition space where things are presented. “Many companies operate showrooms as media presentation areas for company-specific products and services. Depending on the target group, the visitor is presented with a meticulously staged multimedia sales and image tool. “41 (41 Book – The Production of Central Public Spaces in the Attention Economy.
Aesthetic, Economic, and Media Restructuring through Gestalt-Effective Coalitions in Berlin since 1980, Sabine Knierbein (VS Verlag für Sozialwissenschaften 2010), p. 261).
In the course of digital transformation, the showroom can be used in two ways:
1. in a real exhibition space that can be physically visited, the new tools, software, apps or devices that will soon be used by employees can be exhibited and digitization can thus be made tangible and experienced. Here, it is no longer a matter of exhibiting in-house products for external customers, but of introducing internal customers, i.e. employees, to the new and digital world. This reduces fears and skepticism about new technologies and, at best, even awakens the desire to work with the new technology as quickly as possible.
2. the second variant of the showroom in the context of digital transformation is a virtual showroom that can be visited via login using a computer or virtual reality glasses. The content of the exhibition does not necessarily have anything to do with digitization, because here it is more about the experience that is created when the real world is translated into the digital world and visitors are immersed in it. The virtual showroom can either replicate the analog showroom one-to-one or an entire new exhibition space is created.
