Broadway Malyan have designed the new VAMA Experience Centre for Valin ArcelorMittal Automotive Steel in Hunan, China. This immersive 3,500 sqm exhibition space highlights the company's high-tech identity and celebrates the significant growth of Mittal's steel business in the Chinese market, driven in part by the automotive industry. We were responsible for the architectural design and the detailed design of the interior displays and landscape.
Immersive exhibition centre showcasing Mittal’s high-tech identity and growth in China’s steel market
The centre uses advanced technology, interactive exhibits and immersive experiences to help visitors, stakeholders and business partners quickly understand the history of the automotive steel industry and the production process. The exhibition is divided into three distinct areas, exploring the company's history, processes and forward-looking vision.
The building serves as an immersive customer experience space, featuring a theatre-style lecture hall and a digital archive. The design considers the existing architectural style and brand identity of the factory while incorporating a futuristic, technology-driven aesthetic, establishing it as a new landmark upon completion. At its heart, a quiet central courtyard acts as a focal point, seamlessly connecting all exhibition halls.
