Experience centre marks five years and 11,000 visitors as demand grows for hands-on AV engagement
Midwich today announces that its Bracknell-based experience centre has reached two major milestones: five years of operation and more than 11,000 visitors through its doors. The achievement reflects strong demand for hands-on engagement, as organisations seek real-world environments to explore and validate audiovisual (AV) solutions before investing.
Since opening in 2021, the multi-technology experience centre at Innovation House has welcomed a broad mix of end users, consultants, and partners from sectors including corporate, education, healthcare, and public services. The steady rise in visitor numbers emphasises a clear trend: despite rapid advances in digital collaboration tools, in-person experiences remain critical to decision-making in the AV sector.
Ty Zagnoiev, experience centre manager at Midwich UK&I, said:
“Reaching 11,000 visitors is a significant moment for us, but more importantly it tells a bigger story about our industry.
“Over the past five years, we’ve seen a notable shift in how organisations approach AV investment particularly in the context of tighter budgets and ongoing cost pressures. Clients want to see, hear, and interact with technology in a real environment before making decisions – and that’s exactly what experience centres enable.”
In November 2025, the experience centre underwent a £1m refresh, showcasing the latest in immersive environments, hybrid workplace solutions, and intelligent collaboration technologies. With over 200 products from more than 50 vendors across 14 technology zones, Innovation House encompasses one of the most comprehensive AV demonstration environments in the market. The space also serves as a flexible event venue, hosting bespoke partner and end-user sessions, from targeted workshops to larger showcase events.
Beyond demonstrations, experience centres are becoming a key part of the sales and design process and play a strategic role in supporting project development and accelerating decision-making. By allowing stakeholders to experience solutions firsthand, organisations can align more quickly on requirements, reduce risk, and move forward with greater confidence.
Greg Bennett, services director at Midwich UK&I, added:
“Experience centres are no longer just showrooms – they’re active tools in the design and consultation process. They bring clarity to complex projects and help bridge the gap between concept and reality.
“Our experience centre at Innovation House continues to develop as a powerful platform connecting Midwich, our partners, and customers. It stands as a place to inspire, engage and educate the AV community, as well as drive growth and opportunity for the whole industry.”
The company believes that as AV solutions become more sophisticated and integral to business operations, the role of physical experience environments will only continue to grow.
To explore the experience centre at Innovation House and discover how Midwich’s expertise can support projects of any scale, book a visit today.
Visit the Innovation House website or contact our sales team on info@midwich.com | 01379 649200.
