The joy of Volkswagen life

What we did:
Experience Strategy & Ideation, Customer Research & Profiling, Format Strategy, Retail Design from boutique to flagship, Communications Design, Digital Interaction, UX & UI, UX Design, Motion Graphics, Brief Development
Design Week Awards

The Challenge

Once, owning a car was essential; now it's seen as a hassle compared to other forms of transport. For a brand like Volkswagen, that’s a problem. For over 80 years, it was all about the pleasure of owning a car, but now millennial consumers are turning away from traditional dealerships and opting for urban, app-based transport solutions. It was time to rethink the car dealership, find new ideas for new customers and put the excitement and pride back into owning a car.

Volkswagen Strategy

The Solution

Human stories beat technical specifications. With this insight, we explored ways to remind customers of the joy of car ownership. At Birmingham’s Bullring Centre, we brought to life a new vision for car dealerships, with an engaging, inviting space for customers to connect driving with passions like outdoor pursuits, extreme fitness and travel. Once a customer had reconnected with car ownership, we made the purchase process super-simple – from an initial enquiry to walking away with a new or pre-owned Volkswagen.

Customer can explore the brand and models through a digital wall that mixes objects, film and animation. Arranged on shelves, objects trigger stories that play out on the wall and encourage interaction in a playful way.

Benefits of owning a Volkswagen are showcased through editorial content on large magazine lightboxes.

Cars ready at the test drive pod in the car park.

VW10015 H


Design Week Awards 2018
Winner Best Retail Interiors

What our client says   

The store allows us to try new ways of bringing our cutting edge products and technologies to the public in their usual retail environment. It is all about presenting our cars and services to the public in a place that is really convenient for them.” Alison Jones
Director of Passenger Cars, Volkswagen UK

Let's make something great together. Contact us to start the ball rolling.

Get in touch today:

5–8 Hardwick Street

Related Projects

arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon