Creating an innovation sanctuary
To celebrate its centenary, Mitsubishi came to us with plans to open its first-ever mall concept store in the UK, launched in partnership with Rockar. With an aim of attracting a new customer base, including intu Lakeside's younger female demographic, Mistibushi wanted to create a showroom space that stood out from loud players in the SUV and hybrid market and helped position the brand as a quietly confident alternative.
Our vision for the space was an ‘Innovation Sanctuary’ - an oasis of calm within a shouty sector of technology, features and performance that encourages slow-paced exploration and a streamlined customer journey. The concept captures the essence of Mitsubishi as an ‘exclusively inclusive’ alternative brand with innovation and credibility at its core, creating vehicles with an active lifestyle appeal.
The store concept instills the calm and quiet of a hybrid vehicle with subtle features that enhance the experience. Honest, natural materials such as clay and render and untreated timber, natural greenery and raw textures excite the senses and bring the outdoors in.
The customer journey begins with an open shop front, complete with subtle branding and welcoming messaging to attract passers-by. This leads to the storytelling and browsing zone – an inviting, relaxing space with soft lighting, hanging plants and easy-to-read analogue messaging.
Mitsubishi’s UK vehicle range is highlighted by a display of die-cast printed models along with information cards that unlock digital content when scanned at touchpoints.
A tangible takeaway is provided in the form of small cards with QR codes, which unlock key information about the product and re-start customers’ purchase journey at any time, allowing them to move seamlessly between the retail store, Buy Online facility and the dealer showroom.
The final display zone showcases Mitsubishi’s leading plug-in hybrid electric vehicle model with a dramatic backdrop of black and grey walls, exposed ceilings and bolder digital storytelling setting it apart. A consultation room at the rear of the store is furnished with domestic design for a comfortable, intimate space in which to have more in-depth discussions about a purchase.
“ We're putting the customer at the very centre of what we do by offering them more choice than ever before in how and where to purchase their new Mitsubishi. The store's design perfectly conveys the bold, adventurous nature of the Mitsubishi brand and creates a platform that enhances our retail operation and will attract a whole new audience to our brand.” Rob Lindley
Managing Director, Mitsubishi Motors in the UK