Tempt In-Store Productions, part of Sussex-based Quad/Graphics Inc., has leased a 205,000-square-foot building in New Berlin to house a North American Design Center.
The building, at 5600 S. Moorland Road, is near Tempt’s existing New Berlin production facility, at 16600 West Glendale Drive. The Design Center will be used to prototype, test and demonstrate Tempt’s in-store signage and display products, said Lori Sansoucie, senior corporate and public relations strategist at Quad/Graphics.
“It’s got a dedicated team and machinery to design and create these in-store displays and signage because there’s such a quick turnaround in this area,” Sansoucie said.
The Design Center will include a Retail lab, designed to look like a retail store, which will be used to simulate the shopper experience using interactive signage that utilizes web and mobile technology, and to test shopper marketing programs.
“The client can come in and kind of see how it looks, what the shopper’s experience will be, before it actually goes into the store,” she said.
The prototyping area will include digital printing and finishing tools. It will be used to quickly create samples without investing in full production.
“The North American Design Center reinforces our long-standing commitment to help brand marketers differentiate themselves in today’s competitive marketplace,” said Joel Quadracci, chairman, president and chief executive officer. “This new center provides a place for clients to test ideas before introducing them to shoppers to ensure maximum effectiveness.”
The company also has a European Design Center.