The first of its kind outside of Henkel’s global headquarters in Düsseldorf, Germany, the 5,200-square-foot center is made up of 10 experience stations showcasing the company’s latest innovations across its business units. Thanks to the interactive stations’ multimedia and experiential elements, customers will be able to get to know Henkel’s consumer products, access propriety consumer insights and even create product themselves.

“The Henkel Experience Center is an innovative platform that demonstrates how customers and consumers are at the heart of everything we do at Henkel,” explained Stephan Fuesti-Molnar, president of Henkel Consumer Goods, North America, in a release. “With the ability to customize visits for each customer, according to their needs and goals, it provides an ideal setting for collaboration with Henkel Beauty Care and Laundry & Home Care experts on individualized business growth discussions and strategic partnership planning.” The opening of the Henkel Experience Center is the latest development in the company’s continued commitment to boosting its position in the U.S., a market in which it has invested close to $5 billion over the last four years. The facility is also intended to complement the activities of Henkel’s existing North American consumer research centers and R&D labs, as well as its test hair salon, which are located in Trumbull, Stamford and Darien. Founded in 1876, Henkel, which has operations in adhesive technologies, laundry, home care and beauty, currently employs around 53,000 people around the world, some 9,000 of whom are in North America. The company reported around 20 billion euros in sales in 2018.