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Mack Customer Center

Creating the ultimate, Mack experience.


Mack Truck, one of North America’s largest truck manufacturers, was looking to revamp their Customer Experience Center. With a recent brand update, as well as a pending launch of the all-new Mack Anthem, Mack needed a space to let customers and fans experience the history and intangibles of the brand.

The redesign involved 5 separate areas of the 160,000-square-foot facility, including the welcome area, interactive zone, theater, historic sound room and the vehicle showroom. All linked together for a seamless, customer experience.


We designed an overall look and feel that was in line with the pioneering nature of Mack. Utilizing reclaimed barn wood, aged metal, and dynamic lighting, the first impression for visitors was one of authenticity and the American spirit. The space consisted of multiple experiences:
• Visitors began their journey with a selfie station welcome area.
• A 360 theater provided a space to tell dynamic visual content in the round.
• “Uptime in Real Time” presents a 7-screen immersive story of how Mack diagnosis, repairs, and keeps vehicles on the road, maximizing profitability.
• “Heart of the Mack” is a sliding interactive that reveals the many dynamic components that make up the Mack drivetrain.
• A historic sound room featured vintage Mack vehicles, a “Then & Now” interactive showcasing the history of Mack innovation, and a sound timeline showing 100 years of Mack vehicles in comparison to the sounds of the decades.
• A vehicle showroom featuring a dozen vehicles, along with a presentation theater and synchronized video throughout the space.


“During their visit, customers will now be even more fully immersed in the benefits of our proprietary driveline, our leadership in uptime management and the contribution Mack trucks have made over the past 117 years to building America and the world.”
- John Walsh VP, Global Marketing & Brand Management, Mack Trucks

We’re significantly enhancing the customer experience through greater use of interactive technologies that convey the Mack story of industry-leading products and service solutions in a much more engaging way.

John Walsh

VP, Global Marketing & Brand Management, Mack Trucks

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