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Coastal AgroBusiness Innovation Center
Coastal AgroBusiness Innovation Center
Where Agricultural Innovation Takes Root
When your business is rooted in solving the most complex challenges in agriculture, your space needs to reflect that same level of purpose, agility, and innovation.
That’s why Coastal AgroBusiness partnered with Holt Experiential to bring their Innovation Center to life — a high-performance, technology-rich environment designed for collaboration, strategy, and problem-solving. Located at their headquarters in Greenville, North Carolina, this custom-designed space is now the heart of innovation for one of the Southeast’s leading agricultural solutions providers.
“The design is perfect. The space is perfect. The acoustics have exceeded my expectations. Holt has been fantastic to work with.”
— Jim Whitehurst, CEO, Coastal AgroBusiness
Built from a blank shell, the Innovation Center was created to be truly multi-modal — adapting to the many ways Coastal AgroBusiness engages with employees, partners, and growers. Holt Experiential’s design incorporates smart spatial planning, integrated technology, and highly functional finishes that serve both small strategy sessions and large-scale presentations.
Innovation Center Makeover
BEFORE
The Innovation Center begins here — a stripped-down shell ready for transformation.
AFTER
A high-performance environment built for collaboration, strategy, and innovation.
More Than a Room — A Reflection of the Brand
This space is more than just four walls. It reflects Coastal’s identity and brand promise – Solutions for a productive future: client-centered, flexible, and forward-thinking.
As technology advances and things get more complex they tend to converge. Coastal AgroBusiness is the convergence point. Taking all that information and boiling it down to what makes sense on an exact acre of farmland to get a return on investment for customers. The Innovation Center is the perfect environment to bring these solutions to life.
The finished collaboration zone — featuring a modern showcase table, dynamic lighting, and bold digital wall graphics celebrating the Coastal AgroBusiness brand.
“We needed a collaboration space. Not just internally — but for our clients. Holt understood what we were after. When we saw the design, they won us over.”
— Jim Pearce, VP of Marketing & Product Development, Coastal AgroBusiness
Before – After Innovation Center Interior Design by Holt Experiential
Where Big Ideas Come to Life
Design Features That Drive Results
When Jim Whitehurst, Coastal AgroBusiness CEO, visited one of their major suppliers, he was highly impressed by the extensive branded interior Holt Experiential had recently created there. That sparked the realization he could also drastically upgrade the branding impact for their own Greenville, NC facility.
Whitehurst wanted a tech-infused, flexible Innovation Center that could quickly transform for meetings, training sessions, lectures, and product demonstrations. Moreover, they wanted the enhanced space to impress both their employees and visiting customers.
And while the 3,000 square foot Innovation Center is the focal point, Coastal AgroBusiness asked Holt Experiential to complete the visitor experience by amplifying the brand appeal of the building’s lobby, staircase, and adjacent office and common spaces.
Custom Design Elements Fabricated and Installed by Holt Experiential
Innovation Center
A collaborative multi-modal workspace that includes a main and secondary presenter wall with shrouded, integrated video monitors, immersive sound, controllable thematic LED lighting, wall murals, and cabinetry.
The custom collaboration table, featuring modern lighting, a branded digital mural with plant accents, and a view of the cafe led sign featuring the company moto.
Staircase
Brand and product images on mural and profile-cut graphics on the staircase, which is the primary entry to the Innovation Lab.
The glass-enclosed entry to the Coastal AgroBusiness Innovation Center, featuring custom wall murals, agricultural imagery, and a 3D logo.
Welcome Wall
A 3D display seen when entering the space, featuring a glowing translucent acrylic map of Coastal AgroBusiness’s client territory, behind a touch-screen interactive kiosk, for which Holt created the digital content.
A glowing acrylic map showcasing the Coastal AgroBusiness client territory, paired with an interactive touch-screen featuring custom digital displays and navigation by Holt Experiential.
Hospitality
An inviting breakroom/lounge area that provides hospitality for both large and small groups, featuring bar table and cabinetry, shelving, a neon-look brand messaging sign mounted over acoustic tiles in brand colors, and product artwork. With this kitchen Coastal AgroBusiness no longer has to rent hotel spaces for meals, and can now eat and chat in their own, quieter room.
A warm, welcoming space with a bar-height table, custom cabinetry, brand-color acoustic tiles, and a glowing message sign that celebrates the Coastal AgroBusiness brand message.
Product Display
A product feature area with dimensional shelving, 3D company logo, communal table, and a wall-mounted integrated monitor.
The product feature area combines shelving for featured products, a 3D Coastal logo, and an integrated digital monitor — creating a flexible, collaborative area for customer meetings.
High Performance Acoustics
Sound-absorbing acoustical tile decorated with company brand colors or embedded with downlighting.
Acoustical ceiling tiles in that feature brand colors combine form and function to enhance sound quality while brightening the space with integrated downlighting.
“We bring growers into this space and display detailed maps of their fields — from soil samples to drainage issues — so we can show them exactly what their land needs, down to the acre.”
— Greg Arnette, Director of Information Technology, Coastal AgroBusiness
Integrated Audio/Video and Broadcast Technology
Enabling live video conferencing, streaming, and digital presentations
State-of-the-art audiovisual and broadcast systems enable live video conferencing, streaming, and digital presentations both locally and globally.
Interactive Touchscreen
Build brand and product knowledge with self directed touch screens and content developed by Holt Experiential interactive designers and technicians.
Self-directed interactive touchscreen stations encourage visitors to explore products, services, and the company story at their own pace.
The Audio/Video Control Room
Operational heart of the Innovation Center. From this space, Coastal AgroBusiness teams can manage all digital content — including video, graphics, audio, and live broadcast or recording functions. Holt Experiential not only designed and installed the custom control table but also helped guide the selection of AV systems and vendor partners, ensuring every element worked together seamlessly. The result is a high-performance environment built for clarity, collaboration, and control.
The Audio Visual Control Room manages every screen and sound in the Innovation Center. Custom-designed furnishings and integrated technology were specified by Holt Experiential.
A Strategic Asset for Growth
Coastal AgroBusiness operates in one of the most essential — and rapidly evolving — sectors of the U.S. economy. Serving over 100,000 farms across North Carolina, South Carolina, Virginia, Eastern Tennessee, and Northern Georgia, their impact is significant. The Innovation Center amplifies that impact — acting as a hub for collaboration, education, and strategic planning.
Solutions for a Productive Future
For over 70 years, Coastal AgroBusiness has helped farmers turn soil, science, and strategy into sustainable success. This Innovation Center represents the next chapter in that story — and Holt Experiential was proud to help write it.
Ready To Bring Your Innovation Center To Life?
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