Next Big Thing: The interactive newsroom

Lowe's is inviting people behind the scenes through the launch of a new digital initiative called Open House.

Not just for the media, Open House is an interactive newsroom that aims to take people behind the brand.

Newsroom.Lowes.com will serve up news and information about Lowe's using multimedia content and features. These stories will revolve around the four main areas of "Serving Communities, Inspiring People, Fresh Thinking, and Inside Lowe's."

"Our story is much bigger than the products and services we sell," said Robert Niblock, Lowe's chairman, president and CEO. "We're a company of more than a quarter of a million employees who go to great lengths to help customers love the places they call home. These are the stories we are inspired by and we hope will inspire others."

The newsroom might be a place where visitors can learn about how a Lowe's employee and his therapy dog acclimated to their new jobs, or learn about how Lowe's is using autonomous robots, virtual reality and wearable technology, or how Lowe's and the Boys & Girls Clubs are helping kids across the country.

"We wanted to create a place where we could build a deeper connection to the customers and communities we serve," said Colleen Penhall, Lowe's VP corporate communications. "Whether people are looking to get a peek inside Lowe's, a chance to see what's next in retail or what's literally happening around the corner in their community, we look forward to sharing those stories in meaningful and compelling ways."