The Circular Innovation Hub was created for Berry Global with Infinite Form, to engage clients, partners and internal teams with the company’s sustainability goals and product innovations. Housed within Berry’s Center of Excellence in Barcelona, the space invites visitors to explore key themes through a series of connected digital experiences.

As Creative Director, I focused on shaping the entire user journey through the space. This included planning the sequence of interactions, designing how people would move through the room, and ensuring each touchpoint supported a clear, purposeful narrative. At the centre of the experience is a circular interactive table, which acts as a flexible anchor for the space. It serves multiple functions, including a calm, ambient interaction that responds to touch, a competitive quiz and a collaborative multiplayer AR narrative using Meta Quest headsets.

Beyond the table, the Hub integrates a range of interactive technologies. An NFC product reader allows visitors to scan real-world packaging and instantly access contextual information about its lifecycle and materials. An AI-powered database, available in multiple languages, responds to questions and provides both written and spoken answers, supporting deeper exploration of Berry’s work.

Rather than following a fixed narrative, the Hub allows for exploration at different levels of depth, depending on audience and context. It is as much a space for conversation as it is for presentation, and was designed to adapt to a range of uses over time.

More about the project can be found via Infinite Form.