Showroom shake-up

26 : 10 : 2016 Jaguar Land Rover : Automakers : Brandships

London – Jaguar Land Rover’s latest UK showroom is designed to re-invent automotive retail for a shopping centre context.

  • The traditional car showroom has been redesigned for a shopping centre context
  • The store lets consumers learn about the brand at their leisure, rather than promoting products
Jaguar Land Rover digital showroom by Dalziel and Pow and Rockar, London Jaguar Land Rover digital showroom by Dalziel and Pow and Rockar, London
Jaguar Land Rover digital showroom by Dalziel and Pow and Rockar, London Jaguar Land Rover digital showroom by Dalziel and Pow and Rockar, London
Jaguar Land Rover digital showroom by Dalziel and Pow and Rockar, London Jaguar Land Rover digital showroom by Dalziel and Pow and Rockar, London

The newly opened space at Westfield Stratford has been designed by London-based studio Dalziel and Pow to provide a very different experience from the familiar out-of-town motor brand forecourt.

The inside of this store features four zones. The first is a gallery displaying a frequently changing display of models from Jaguar Land Rover. This is followed by a section dedicated to customising the vehicle, offering a menu of physical trim and upholstery samples. At the back of the store is an area equipped with screens intended to help customers learn about the granular details of different vehicles. The retail space also has sliding walls that allow the store to be opened out to accommodate events.

The idea behind the store is to place less emphasis on the hard sell that consumers usually associate with visiting a car dealership, and instead allow visitors the space and time to learn about the brand at their own speed.

The Big Picture

Brands are learning that retail spaces can be about letting consumers immerse themselves in their brand, rather than just selling products. Read more in our Destination Retail market report.

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