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Southwire: Lobby Experience

Weaving a Story of Deep Roots and Growth in a 3D Environment

When Southwire’s Energy Division built a new manufacturing plant to produce specialty cable products for intelligent grid systems and renewable power, it turned to Mower with a sizable challenge—reimagine the lobby of the facility as a dramatic showpiece that combines the company’s storied history with its visionary future and prove Southwire’s commitment to its customers in the industry.

Mower pulled together an interdisciplinary team and, with help from a few select vendor partners, created an experience unlike anything the industry has ever seen. Built around the perfect centerpiece to represent Southwire’s deep roots, strong growth and broad expanse, a floor-to-ceiling oak tree was constructed from the many wires and cables that Southwire manufactures.

To bring the whole experience to life, Mower created a 60-foot-wide interactive video experience that is displayed across the entire back wall, telling the story of how important energy is to our lives, and how important Southwire is to energy. Since opening, the Southwire Energy Center has become the highlight of customer tours and has helped the company procure several high-profile contracts.

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