TAIT, a global leader in the live experience industry, together with Willow Valley Communities, a leading developer and operator of residences for active adults 55+ in the US, is bringing an innovative learning experience to the new Brain Tech Center at the Marlin and Doris Thomas Memory Center in Lancaster, Pennsylvania.
The development marks the first memory care community in the US inspired by the acclaimed Hogeweyk Dementia Village in the Netherlands.
In an approach that seeks to reshape dementia care in America, the community will foster dignity, autonomy, and meaningful engagement through a village-style environment that helps residents stay connected to daily life.
Empathy-led storytelling
The Brain Tech Center will offer a variety of interactive environments that invite guests to discover the science behind memory, neuroplasticity, and dementia while highlighting the human experience of cognitive change. These exhibits aim to foster curiosity, deepen understanding, and inspire action on brain health.
TAIT is spearheading the Center's creative realisation, experience design, and technology integration, bringing its expertise from entertainment, attractions, and live experiences into healthcare and education.
Adam Davis, CEO of TAIT, says: "Experiential environments have the ability to foster connection and understanding in powerful ways.
"Together with our local partners at Willow Valley, we are creating an environment where technology supports empathy and helps visitors better understand dementia while inspiring conversations around prevention, awareness, and care."
The Brain Tech Center will feature a variety of interactive environments which seek to enhance understanding of cognitive changeImage courtesy of TAIT
Lauren A. Renehan, mission director, the Marlin and Doris Thomas Memory Center at Willow Valley Communities, says: "We are both honored and deeply humbled that Willow Valley Communities is leading the nation with this renewed approach to dementia.
"Dementia has a strong ripple effect, impacting family, friends, and even community health systems. Partnering with TAIT allows us to bring together shared expertise, creativity, and compassion in service of a truly transformative model of care.
"To be at the forefront of innovation — creating an environment that upholds dignity, worth, and purpose — is both a privilege and a profound responsibility."
Developed to counter the stigma surrounding dementia and increase community awareness of brain health, the Brain Tech Center from TAIT uses interactive technology, media, and empathy-led storytelling to help enhance guests' understanding of the science and personal experience of cognitive change.
The Centre embodies an innovative approach to memory care, bringing together considered design, personalised support, and a profound dedication to quality of life.
Forming a core part of the community-accessible facilities at the Marlin and Doris Thomas Memory Center, The Brain Tech Center supports Willow Valley’s ambition to provide a more informed and compassionate approach to dementia.
Construction of the Memory Center is now underway, with phase 1 expected to open in Fall 2026.
Earlier this month, TAIT announced the appointment of Zeina Dagher as senior vice president and regional leader for MENA (Middle East and North Africa).
