What makes a client collaboration space compelling remotely?

Present a client collaboration space through the work clients and experts can do together. IBM Garage was conceived as a co-creation space where IBM experts and client leaders use modern design techniques and IBM technology to solve specific business challenges. The Frameworks developed the value proposition and the campaign concept "Where it happens", connecting the setting to the change possible inside it.

For a remote introduction, the practical lesson is to make the space a way into the offer: explain who collaborates, what they use and what challenges they address. The room provides a setting for the work, not a substitute for describing it. In 2025, the Global Association of Customer Engagement Professionals described award-recognised technology briefing programmes that combine expert discussions, adaptable digital media and hybrid collaboration technology to include remote participants.

Give remote prospects a way to experience the collaboration environment, rather than relying on a description of its facilities. For IBM Garage, The Frameworks created an interactive physical book and an in-browser virtual reality experience that brought prospective clients into the co-creation setting. The campaign combined print design with virtual reality to reach new and existing audiences.

The useful principle is to choose formats that make the environment tangible for someone who is not there. A physical book and a browser-based experience offered different ways into the same IBM Garage proposition. The Frameworks reports that the campaign helped generate $62 million in lead progression within five months, providing a commercial result beyond audience attention alone.