Midwich has unveiled a major refresh of Innovation House, its 50,000sqft Bracknell-based experience centre, positioning it as the UK’s largest multi-technology facility for AV professionals. The upgraded space brings new demonstration zones, enhanced visitor experiences and expanded opportunities for both residential and light commercial installers.
Since 2021, Innovation House has welcomed more than 3,000 visitors annually. The latest update introduces new technologies and redesigned areas, including a fully equipped content creation studio that enables partners to produce, record and broadcast professional content on site.
Tyrone Zagnoiev, Experience Centre Manager, “Innovation House is more than just a showroom – it’s one of the few places in the country where you can experience the very latest technologies from across the entire AV industry. It goes beyond focusing solely on areas like LED or UC, offering insight into the full portfolio across Midwich brands, from cinema to projection, retail and so much more. You don’t need to travel the country visiting several sites to see all the different technologies anymore when you have them under one roof.
“It embodies our commitment to taking technology further, enabling tomorrow and bringing people together. Visitors can host their own events, book training rooms and meeting spaces, test ideas in real-world settings and make confident choices with the guidance of Midwich UK&I companies, whose expertise spans technology areas.”
Stronger value for residential/light commercial installers?
From an Essential Install perspective, the refresh delivers two major practical advantages for integrators. First, the residential AV area still features an excellent home cinema demonstration space, giving installers the chance to assess system performance in a properly calibrated environment featuring Krix, Kaleidescape, madVR, Epson and others. For installers designing and upgrading dedicated cinemas or media rooms, this provides a useful part of the Pulse Cinemas/Invision demo inventory.
Second, Innovation House has become a powerful entry point for commercial diversification. The new Microsoft Teams Signature suite, UC&C room solutions by Ashton Bentley, the command and control demonstration, projection mapping zones and retail-focused displays give residential installers clear and accessible pathways into hospitality and hybrid spaces. As crossover projects increase, this makes Innovation House particularly relevant for businesses looking to expand beyond purely residential work.
New technology zones to inspire and educate
The refreshed centre includes a Drone Zone with projection mapping, an AI-enabled Microsoft Teams Signature area powered by Copilot, a UC&C Room featuring two fully built-out environments from Ashton Bentley and a dedicated Command and Control area featuring Drone Command technology. Additional highlights include the interactive Retail Zone, an Absen Pixel Pitch learning area and a redesigned stage space for training, presentations and events.
Midwich Ltd, adds, the introduction of X2O One Room supports hybrid events in real time, while the XR Production Zone delivers a high-impact virtual production environment that enhances visitor engagement.
A collaborative hub for AV partners
Greg Bennett, general manager at Midwich UK&I, underlines, “The experience centre at Innovation House continues to develop as a powerful platform connecting Midwich, our partners and customers. It stands as the home of innovation, collaboration and inspiration for the AV industry – a place to inspire, engage and educate the AV community. Through immersive customer and partner experiences, we’re driving growth and opportunity for the whole industry, helping shape the future of technology together.”
With hands-on demonstrations, vendor and integrator support and real-world testing environments, the upgraded Innovation House is set to become an even more significant resource for the AV channel.
Book a demo or tour at https://innovation-house.com/ or contact the Midwich UK&I sales team on info@midwich.com | 01379 649200.