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Volkswagen’s inaugural new store concept uses 'the joy of Volkswagen life' as its inspiration. Located in the Bullring, this pioneering vision for automotive retailing connects consumers with the pleasures of car ownership. The Bullring concept motivates a wide audience not only to engage with stories in-store and admire the brand’s innovations, but also to jump behind the wheel, get more out of their free time and live adventurously with Volkswagen. The shopping journey has been designed to remove barriers to purchase and to offer a simple car-buying process.

Where, When

Bullring, Birmingham

About the client

Volkswagen, shortened to VW, is a German automaker founded on May 28, 1937 by the German Labour Front and headquartered in Wolfsburg. It is the flagship brand of the Volkswagen Group and has a special relationship with the UK dating back to 1952.

A bit more detail

Responding to shifting consumer attitudes and the demand for experience, Volkswagen’s store brings auto retail into a bustling shopping centre setting that boasts an annual footfall of 36 million. An editorial approach was taken to explain the everyday life benefits of the vehicles in a relatable context, featured on large-scale magazine light boxes adjacent to each vehicle. An innovative digital wall, spanning the left-hand side of the store, invites everyone to explore the brand and its models in a richly engaging interplay of physical objects, film and animation. Arranged on shelves, an eclectic assortment of tactile objects trigger car-related stories to play.


Vignettes of people enjoying the real-life benefits of vehicle ownership come alive around car models, and on a model of Volkswagen’s Car Towers in Autostadt is a button that prompts facts about the manufacturing processes to appear on the wall. The digital wall also engages children on the lower shelves with interactive displays. Customers can configure their own car on iPads around a central table, before moving onto a big-screen ‘reveal’ of the vehicle. A final side-by-side consultation with non-commissioned product experts finishes the purchase journey in a personal, human way.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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