GE CoCreate
Where Creativity is Brought to Life
When GE Appliances launched CoCreate in Stamford, Connecticut, they envisioned more than a facility—they envisioned a local hub for innovation and community. Part micro-factory, part makerspace, part design center and culinary studio, CoCreate was built to foster connection, creativity, and collaboration.
Matchfire was tapped to bring CoCreate to life—on the ground and online—through grassroots partnerships, immersive storytelling, and a seamless dual-website experience.
Strategic Community Engagement
To reintroduce GE Appliances to Stamford in a way that felt authentic and rooted, Matchfire led the development and launch of a strategic partnership and activation strategy focused on youth empowerment and community creativity.
Using audience insights and a rigorous vetting process, five mission-aligned partners—including local schools and national nonprofits—were invited to participate in a series of hands-on workshops tailored to CoCreate’s facilities. From culinary demonstrations to design challenges in the maker space, each session was crafted to engage the community and spotlight the range of experiences CoCreate offers.
The initiative culminated in the CoCreate Winter Village, a public celebration where partners showcased their creations, local chefs hosted cooking demos, interior decorators led DIY workshops, and the West Hill High School Jazz Band performed. This event was both a launchpad for future programming and a moment of community connection.
A Digital Experience That Mirrors the Physical One
While the in-person experience of CoCreate was thriving, its digital footprint needed to catch up. With multiple distinct spaces, five GE appliance brand vignettes, and diverse audience groups—from local makers to culinary enthusiasts and design professionals—CoCreate required a digital strategy as multifaceted as its physical space.
Matchfire designed and developed two unique websites:
Experience CoCreate
A mobile-first, app-like companion designed for on-site visitors. Built to support walk-up traffic, the experience included an interactive facility map, layered storytelling across CoBrew, CoCook, CoDesign, and FirstBuild, and features that allowed visitors to save favorite appliances and email their curated list for future reference. This real-time tool turned a standard walkthrough into a participatory journey.
Stamford CoCreate
A visually immersive, parallax-style website created to educate and inspire. Through fluid scrolling and layered visuals, users were guided through CoCreate’s story. Content was segmented by audience—Makers, Chefs, and Designers—allowing users to self-identify and engage with content tailored to their interests. The site also integrated booking functionality so users could reserve tours, workshops, and space directly.
The Outcome
Together, these community activations and digital innovations helped CoCreate reestablish GE Appliances as a community leader in Stamford. The initiative not only introduced the public to a first-of-its-kind facility, but also fostered meaningful engagement—online and off. CoCreate has become a space where creativity is sparked, passions are discovered, and innovation feels personal.