WireCo is a global manufacturer with 4,000 employees and a product portfolio that spans steel & synthetic rope, electromechanical assemblies, and specialty materials for some of the world’s most demanding industries: lifting, mining, energy, maritime, and fishing. The depth of what they offer is genuinely impressive. The problem was that visitors to their North American headquarters had no way of experiencing any of it.
WireCo did not just need to show what they make – they needed people to experience what they’re capable of.
When WireCo moved their headquarters into a new location, they had a blank canvas: open floor space, bare walls, and nothing to tell the brand story. Products had previously been scattered around with no connection. For a company with WireCo’s range of capabilities, that kind of fragmented presentation undersells the brand before a single conversation starts.
They needed a space that could do real work. Something that could orient a visiting customer, impress a prospect, make an employee proud, and give a recruit a reason to say yes. The goal was a cohesive customer experience center where every product, industry, and brand WireCo touches could be understood quickly and explored in depth.
WireCo turned to E3 XPS. The two companies had worked together for years, with E3 XPS managing WireCo’s presence at their most important trade shows. That history mattered. E3 XPS already knew the brand, understood the look and feel WireCo expected, and knew the standard their leadership held work to. There was no lengthy onboarding or time spent getting up to speed. E3 XPS came in ready to build.
WireCo communicated their vision and budget, and E3 XPS came back with a concept that matched both. The renderings were detailed and polished enough to get the CEO and CFO on board quickly. When decision-makers can see the vision clearly, approval follows.
The finished customer experience center brought together physical product samples, interactive displays, and a video wall to tell WireCo’s story across every industry and brand they serve. A visitor could walk in with no prior knowledge of WireCo and leave with a real sense of the company’s scale and capabilities. Every element had a purpose, and connected to the larger story.
Installation went smoothly. All components were delivered exactly as scoped. When a technical issue came up during the loading of content to the video wall, the E3 XPS team resolved it quickly without disrupting the timeline. That kind of problem-solving in the moment is what separates a great partner from one who simply shows up with equipment.
The reaction when people saw the finished space was immediate. Employees, visiting customers, and leadership all described it the same way: professional, and unlike anything they had seen before. For a company operating in industries where credibility is everything, that first impression matters more than most people give it credit for.
The experience center has made a strong impression across every audience it was built for. Private equity owners, the management team, visiting clients, employees, and prospective hires have all responded positively. Quantifying the business impact takes time in a long-cycle industrial business, but the signal is clear: the space is doing its job, making conversations easier and giving every visitor a stronger sense of what WireCo is capable of.
WireCo now has a space that works as hard as the people inside it. It communicates who they are, earns credibility before a word is spoken, and makes the right impression on the people who matter most to the business.
“E3 XPS’s delivery of the final product highlights the importance of attention to detail. Their experience underscores the value of combining technical expertise with a strong understanding of customer experience design.”
