The Brand Experience Environments Portfolio 2012

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Phase 1: Discovery

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Phase II: Concept
Approach and Storyline

Why not talk just about product specs and “If it weren’t for the air support of an F-22, I wouldn’t be here today.”
technical performance? Because in the end, in all
of these defining moments, the truest test and “Your technology helped capture and convict the D.C. Sniper.”
the ultimate proof of Lockheed Martin products
and services will not be found in technical specs, “Using Lockheed Martin technologies, the Phoenix lander outlasted its design-life by months.”
statistics, or competition with other industry
leaders, but in the stories that result, in the “Lockheed Martin products make sure 35 million Americans receive their Social Security
personal narratives of those served best when
Lockheed Martin and its customers join together: checks on time, every time.”

Ultimately, our approach will be about allowing
technical performance and emotional connection
to live side-by-side, simultaneously expressed in
Every storyline has its chapters, the proof points
that will achieve its message. For the theme
of “It’s a Privilege to Serve” or “Privileged to
Your every visitor
a manner that fits with Lockheed Martin’s overall
“ethos of service” and the company’s values.
Serve,” we recommend that the storyline be told
in four chapters focused on the mission that is needs to hear the
This unique approach will spotlight a level of being served by Lockheed. In other words,
trust, dedication, and responsibility that is found
in very few other places and, perhaps, at no
your every visitor needs to hear the following
from Lockheed, “It’s a Privilege to Serve Your
following from
Lockheed, “It’s a
other company. While emphasizing people serv- Mission”:
ing people, this approach will also strongly affirm
that, as Greg Dahlberg said, it is “all about the “What is a mission?”
wow factor of products.”

We propose a storyline that highlights a common
“What makes a mission critical?” Privilege to Serve
theme throughout: “It’s a Privilege to Serve” or
simply “Privileged to Serve.” This theme will
“How does Lockheed Martin serve your
critical mission?” Your Mission.”
allow the Global Vision Center to express Lock-
heed Martin’s full vision and values in a single “How can we meet the challenge of

Globe Presentation
storyline, illustrating the full extent and the ulti- continuing to serve your critical mission?”
mate impact of the work that it does around the
globe, while engaging visitors emotionally with a
message that remains focused on the customer.

Visitors will be greeted by a Lockheed Martin
employee seated at an attractive desk (featuring
a Lockheed Martin logo treatment). The 6

reception desk is at the center of a larger area
which is adjacent to several more spaces
beyond. This is the hub of the GVC; all who visit
ted Budget Range $750,000 - $1,000,000 Stories from the Field must pass this way. So it is the logical Estimated Budget Range
place for $10,000 - $18,000

a focal experience.

This area is where we will communicate the
second part of the storyline: “what makes a
mission critical?” A mission takes on critical
proportion because of its impact on the complex,
ever-changing interconnected world we live in —
a world where there are threats, where we dream
of the heavens and reach for the stars. We live in
a world where we want to save energy for future
generations. We live in a world where freedom
is spreading. To accomplish all of this, to live in a
better world, we need to pursue critical missions
with a sense of real urgency!
ctive media experience will provide a
unning backdrop for the reception desk, Suspended, seeming almost to “float,” in the
ow” to kick off the guest experience. This chapter will champion the most important product that The customer story will be presented (text, graphic) at “human
serve as an icon of the Global Vision Lockheed Martin can deliver: trust. It will allow visitors to “meet” space to the visitor’s left “If it weren’treception desk Iis
scale” around the base of the column; the Lockheed Martin of the for your Hellfire missile, wouldn’t be here today.”
persons like themselves, and to “hear” stories of “hard power” division will be represented with a bold super-graphic that
ntegration theme, and the defining
f our “I didn’t know they did all that!” and “soft power” alike: pilots, soldiers, scientists, civilians, and
a large sphere comprising a highly stylized globe. the D.C. Sniper.”
rises to the ceiling. Visitors will be able to walk through this
“Your technology helped identify and convict

government employees. These stories and perspectives will
It is shaped out of latitudinal and count on Lockheed Martin to provide the support
“ensemble” of end-users and experience the collective impact “I know I can longitudinal lines
certify that achieving our critical mission means “serving those of their individual narratives. I need to secure our health records.” screensaver display that wordlessly introduces visi- ments” and “real-time views” from
ce to the right of the globe, the who serve.” which stand out in curved relief, forming a grid
r Touchdown,” visitors will be invited This area will be an inspirational motivator. It will reinforce the “Lockheed Martin services help me provide humanitarian relief Lockheed Martin’s global presence, illustrat-
tors to Martin’s work and its customers’ mi
e deeply into stories about the company These stories will be presented using the eight columns on the common goals shared by Lockheed sorts. This is a sculptural piece, dramatically
of Martin, its customers, and where it is needed most.”
periphery of the reception area, again assuring high visibility. those that benefit from its products have, while vividly reinforc- ing that the company is much more than just Ameri- “live” view of the planet featuring la
stomers. These touch-screen stations will
vision and product-specific case histories Each column will feature two examples of a customer/critical
lit, almost glowing, strikingit unto itself; it makes would have become
ing the overall “Privileged to Serve” theme. “If weren’t for Lockheed Martin, I never

Phase III: Design
nceptual Walkthrough
dering that many visitors to the Global takeaways succinctly and with exposure to Presented below is the proposed flow of the
Global Vision Center Lobby
Center (GVC) will have limited time to high-traffic areas. So even when experienced in Global Vision Center story and experience.
e its common areas, the experience has a short length of time, it will achieve its desired
designed to deliver the key storyline and impact and impart the requisite information.

Multi-Touch/Graphic
Welcome Screen 2 People Images on Columns/Stories from The Field
Welcome Screen 1 Sea to Space
Globe: 9’ Sphere
Customer Touchdown
Models
Heritage White Board Wall

Mission Statements: As stated, the Global “Let us each agree to chart a course for suc-
Vision Center experience will begin by asking cess…understanding that the stakes are high:
the question “What is a mission?” It will invite the completion of the mission, the success of
visitors to think about their own missions by the enterprise, the strength of our nation.”
providing inspirational quotations about missions - Robert J. Stevens, Chairman, President and
from famous leaders, thinkers, authors, and CEO, Lockheed Martin
other famous figures, as well as quotations from
popular culture. “Your mission, if you choose to accept it…”
Mission Graphics 1 – Mission Impossible
Sea to Space Graphic
This collage of quotations will be featured on a
series of graphic panels or directly on the walls “To succeed in your mission, you must have
Mission Graphics 2 of the Lobby area leading toward the elevators. single-minded devotion to your goal.”
– Abdul Kalam

7
8
6

6 1

2
5 5

3
4

D

8

Phase IV: Development
30˚/15˚ D201e DHD20W
Sahara 36˚/10˚ Libya

15˚/7˚ DHD26W
Central Africa
20˚/30˚
15˚/5˚

DRAFT
9˚/33˚
10˚/10˚ V170b
Abidjan

DHD15S
Somalia
0˚/3˚ 11˚/35˚

5˚/10˚ DHD26W 0˚/50˚
Congo

D201e
South Africa
20˚/14˚

18˚/35˚

32˚/37˚

Africa 4/14/2009

Coordinates are given in Latitude/Longitude degrees

Scale 1:10 cm

Phase VI: Fabrication

The creative material contained herein is the exclusive property of MC2. No one shall distribute, transfer, or copy this material in whole or part, directly or indirectly, without the expressed written consent
MC2. Copyright © 2008 MC2, all rights reserved.

Honeywell Technology Experience, China, 2012

Honeywell Technology Experience, 2004

Honeywell Shanghai Lobby, 2005

New 40x9 Film for Honeywell Technology Experience, 2010

Amadeus Brieﬁng Center, France, 2006

Philips Simplicity Event, 2006

Nakheel Blue Communities Launch Event, 2008

Lockheed Martin Global Vision Center, 2009
Lockheed Martin GVC,

Lockheed Martin Space Experience Center, 2010

Lockheed Martin GVC Legacy Exhibit, 2010

Lockheed Martin GVC Demo Center Murals, 2010

Lockheed Martin 100 Moments Exhibit, 2011

Lockheed Martin Littoral Combat Ship Prezi, 2012

University of Phoenix Sperling Center Tour, 2012

“Thank you very deeply for your work.
The brand experience is stunning. I
spoke to John Sperling afterwards
and he was very impressed. I know
how much work went into this.
Congratulations, you did it!”

--Alan Drimmer, Provost
University of Phoenix

“Neato!”

--Dr. John Sperling, Founder,
University of Phoenix

The Brand Experience Environments Portfolio 2012

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