"The HP Briefing Center: Designing understanding. HP has a great story to tell, and a vast offering to talk about. HP's Ann Livermore decided to create an environment where HP's largest customers could learn about and experience HP's brand and products. The result was a 33,000 square-foot briefing center, in which every aspect of the environment was digital. Find something you're interested in? Beam it to your HP handheld—behind the scenes, a website was built for you about that information, so you could share it when you returned home. Need to think through a technology issue? Use the center's digital whiteboards. SY[P] was responsible for the strategy of the experience, and then the creation of the building, demonstration sessions, and even training of the team who hosts clients. Studies show, each visit drives more than $400,000 of new profit to HP's bottom line."