The Brief: Barco has officially inaugurated its renewed Experience Center at its global headquarters in Kortrijk, Belgium. The event, held on October 24, featured a ribbon-cutting ceremony led by CEO An Steegen and Kortrijk Mayor Ruth Vandenberghe. This marks the third major transformation of the center since the Barco Campus opened in 2016. The redesigned facility now highlights Barco’s evolving focus on software and AI integration in visualization and collaboration technology. Investors and media received an exclusive preview during the company’s Capital Markets Day held a day earlier. The Experience Center includes six themed pods showcasing Barco’s latest solutions across healthcare, enterprise, cinema, and immersive environments.
Explore full details of the announcement about the Experience Center opening at barco.com.
Analyst Perspective: Barco’s decision to revamp its Experience Center in Kortrijk highlights a continued focus on integrating software and AI into its visualization and collaboration portfolio. The updated facility aligns with the company’s broader shift toward experience-driven solutions, reflecting its ambition to demonstrate the value of connected ecosystems across industries. The six themed pods emphasize this strategy, presenting technologies spanning healthcare visualization, mission-critical control rooms, immersive projection, and high-end residential applications. This update serves as a product showcase as well as a functional environment where stakeholders can observe the company’s evolving role in software-enabled innovation. Positioned as part of Barco’s global Experience Center network, the renewed Kortrijk hub reinforces the company’s commitment to maintaining strong customer engagement and demonstrating how visualization technologies continue to drive performance, efficiency, and interactivity in enterprise and entertainment environments.
The renewed Experience Center is organized into six themed pods designed to immerse visitors in Barco’s most recent advancements. Each space emphasizes a specific application area—ranging from medical imaging and enterprise collaboration to immersive entertainment.
The Discovery Pod features live demonstrations of image processing tools like the ENCORE3 system and Infinipix™ LED processor, while the Healthcare Pod highlights AI-assisted workflows such as the Brilliant Assistant for surgical support. The Enterprise Pod showcases Barco’s control room visualization and ClickShare hybrid meeting systems. These zones illustrate the company’s continued focus on delivering scalable, application-driven technologies to enhance visual performance across industries.
A defining element of the redesign is Barco’s increased emphasis on software and AI integration. The company aims to extend its legacy in visualization hardware into intelligent solutions that enhance operational decision-making and collaborative engagement. The Healthcare Pod’s use of AI-driven diagnostics, the voice-controlled Brilliant Assistant, and enterprise collaboration software reflect this evolution. This focus supports Barco’s strategy of aligning product innovation with customer-centric solutions, where intelligent processing complements high-quality imaging. Through these advancements, the company showcases how software-led innovation can streamline workflows and deliver more responsive, data-informed user experiences in real-world applications.
Beyond its flagship facility in Kortrijk, Barco operates more than 15 Experience Centers and demo hubs worldwide. Each site serves as a touchpoint for clients and partners to explore the company’s visualization and networking solutions. The Kortrijk Center, however, remains the cornerstone of Barco’s global demonstration network. The opening event, attended by executives, investors, and local officials, reflects the company’s ongoing effort to build direct engagement through experiential learning environments. Through creating interconnected innovation spaces, Barco strengthens its ability to demonstrate the relevance of its technology in diverse sectors, reinforcing its global brand and customer commitment.
The reopening of Barco’s Experience Center in Kortrijk stands as more than a structural renewal, illustrating Barco’s broader focus on innovation through intelligent visualization and connected solutions. Through six curated pods, the center delivers a comprehensive look at how Barco’s technologies enhance performance in healthcare, enterprise, residential, and entertainment sectors. Each installation demonstrates how AI, software, and visualization converge to improve user engagement and operational efficiency.
Positioned within a global network of demonstration hubs, the Kortrijk site serves as both a testing ground and showcase for Barco’s next-generation strategy. As the company continues to refine its integration of hardware innovation and software intelligence, this renewed Experience Center stands as a physical representation of Barco’s forward-looking vision for technology-driven collaboration and experience design.
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