Automotive brand retail experience

The ￡9bn revamp of London’s Battersea Power Station opened in October 2022, welcoming more than a quarter of a million people during the opening weekend alone.

It’s a stunning project that seamlessly blends old with new, combining residential, office and retail space.

Unsurprisingly, it’s attracted a crop of the world’s biggest brands, from Abercrombie & Fitch to Zara - with Nike, Rolex and many others in between.

Perhaps more surprising, is the presence of two relatively new automotive players, Genesis and Polestar ; both hoping to tap into the buzz of this premium destination to boost their brand.

Both spaces have clearly involved plenty of thought - and investment. It’s interesting to compare what these two brands have done, with their neighbours in Battersea and to see what lessons can be learned from how non-automotive premium brands speak to their customers.

In the spirit of no critique should ever be made without making constructive suggestions, here are some observations, with our ideas for improvement.

Benefits vs product

Both the Genesis and Polestar spaces are clean, uncluttered and elegant.

In keeping with its design-centric positioning, the Polestar Space, in particular, feels like a ‘temple to product design’.

Every surface and detail is carefully considered, down to the luxury kitchen-like, soft-closing drawers that conceal exterior finish samples and merchandise.

This demonstrates a quiet, confident, ‘show don’t tell’ communication style, which will be noticed and appreciated by the brand’s core design-savvy target audience.

But both spaces are so predominantly product-focused that we feel that neither sufficiently communicates the brand values, nor the lifestyle you’re buying into when purchasing one of their cars.

Polestar focuses on the advanced technology in their vehicles but surprisingly doesn’t take the opportunity to explain what benefits they bring. This isn’t just through the cars, but also what is shown in the accompanying photos, videos and exhibits.

There are plenty of lists of features and stats. Although beautifully typeset, they leave the reader with a lot of heavy lifting to do when it comes to imagining what the real-world effect of those facts and figures might be.

Polestar proudly displays a shock absorber and a solitary wheel. Granted, they are beautifully engineered components, but there’s no communication of their performance or safety benefits. Nor a reason to believe in them - perhaps something like ‘tested on the icy roads of Sweden’.

Brand story

It is arguable that in both spaces, if the cars were taken out, what’s left is relatively unbranded. In the case of Polestar, this is very clearly a deliberate choice; ice-cold minimalism is part of the brand’s DNA. But context doesn’t have to come at the cost of this.

There is very little use of other brand signifiers. The Polestar Space is undeniably cool and Scandinavian. It has flashes of its distinctive yellow (seatbelts, brake and suspension components) but other brand identifiers are few and far between.

Further, there’s very little atmosphere created. You can look and touch, but other senses are not engaged.

For example, there's no music in either space. Nor any other sound for that matter. EVs offer a very different auditory experience to ICE cars; could this be explored and communicated somehow? Look at how BMW has addressed this through its collaboration with Hans Zimmer.

The Breitling Boutique, next door to Genesis, makes for an interesting contrast with the Korean brand. It’s attractively staged as a social, café-style space, complete with plants and artwork on the walls. Accents of its signature yellow feature prominently. There are even motorbikes hanging from the ceiling, suggesting the associated lifestyle of freedom and adventure.

Although both Polestar and Genesis are well known in automotive circles, neither brand has a very high profile with the mainstream audience yet. A physical retail space offers a great opportunity to educate people, allowing them to ‘discover’ your brand and learn more about it. Where it comes from, what it stands for, what makes it different - and better.

This was demonstrated by the first question we were asked by the Genesis staff:

‘Have you heard of Genesis?’

They are clearly aware of the need to educate, but more explanation could easily be woven into the design of the space. For example, there's nothing to tell the visitor what type of luxury Genesis offers - or even that it’s a luxury brand.

Engagement

Both spaces are quite passive compared to those from other brands in the shopping centre. Beyond sitting in the cars and browsing colour and trim options, they offer no activities. Breitling has a café, the IWC store even has a licensed bar - useful to soften the blow of the prices perhaps. It would be interesting to know how they call ‘time’ at the end of the day…

Polestar has a clever AR experience that allows visitors to see the new (but as yet unreleased) Polestar 3 via a tablet. Users can open doors, look inside and change colours and interior trims. They can also see the 3 as a ghost over a Polestar 2, allowing a better understanding of their relative sizes.

However, this is hidden away and was only offered to us after we had been in the space for some time. It does a nice job of teasing the upcoming model, but greater prominence would help tell the story of a relatively young brand that is growing all the time.

A member of staff explained that the relatively empty layout of the Genesis Studio reflected how, in Korean culture, luxury is often equated with space. But, this is not explained anywhere to the casual viewer and appeared to be the only reference (however oblique) to Korean culture, besides a solitary book on the coffee table in the seating area. There was plenty of room to address this, without crowding the cars. If anything, the space feels a little too empty and rather unfinished.

Off to one side, Genesis has two ‘consulting rooms’, separated from the main area by glass walls. Somewhat stiff and formal in comparison with the language of the cars themselves, they spoke of a space where a deal has to be hammered out, not where the benefits and pleasures of ownership could be discussed.

Haggling with a salesperson is very few people’s idea of a good time. It’s a part of the visitor journey that a new brand could target to show its fresh thinking and approach. A (relatively) new brand, in a new space, in a new shopping centre, is an ideal opportunity to signal that buying a car here is less pressured and more enjoyable than with the competition.??

Bricks-and-mortar spaces in locations like Battersea shouldn’t be about ‘closing the deal’, they should be where visitors fall in love with the story that the brands tell them. Places that build emotional connections that an on-screen experience can’t compete with, using the advantage of physical contact to offer a tangible experience.

Just like we were introduced to unfolding T-shirts in physical Gap stores all those years ago, automotive spaces in places like Battersea should offer a ‘hold it, feel it, want it’ experience. They should leave customers thinking:

‘I can see myself in this’.

Why not use the configuration of cars as an experience – make your dream Polestar or Genesis, save it and share it with your friends? Maybe even with a picture with you in it - perhaps outside your house, or in another desirable location?

Journey

In contrast with the car spaces, neither of which have any window display, Nike frames its store entrance with transparent LED screens, displaying attention-grabbing animations, still allowing a view of the store interior beyond.

Once inside, customers are presented with two welcoming, animated LED notice boards that introduce the staff on duty and highlight upcoming exercise classes and club runs. It’s a well-curated space that first captures the attention of passers-by and then draws them into a vibrant environment that tells visitors about the activities taking place there -?and that they can join in.

Walk further into the store and you find yourself on a huge rug with the same graphic treatment as the big screens. At the back of the store, there’s a mural behind the tills that again references the animations. The whole experience is coordinated, with a joined-up beginning, middle and end.

Neither the Genesis nor Polestar space really tells a ‘story’ through its layout. They don’t take their guests on a curated journey, introducing them to the brand, its values, and character. It would be fascinating to learn how Scandinavian clarity and purity of design could bring a welcome air of calm to purchasers of a Polestar 2. Or how Genesis balances rich emotional value with engineering precision in a way that is distinct from Western brands

Polestar offers prospective buyers the chance to book a test drive in cars that are on-site, but it requires a second visit. It would be great to go for a drive in the moment - perhaps even a virtual one if a real car isn’t immediately available.

Polestar also has e-brochures that are sent to you via email. A welcome alternative to wasteful physical tomes and a nice tie-in to its sustainable proposition. It’s a neat way of collecting contact information and continuing your interaction with the brand when you get home.

Leveraging space

The Genesis staff told us they had a launch party when the space opened, but neither brand uses its venue for other events or purposes.

The obvious example is the Apple Store which includes the Genius Bar for after-sales service and advice, and presentation spaces for lectures and demonstrations. The Nike store we visited offers styling sessions (look closely at the sign above the counter in the photo above).

Surely there’s scope for the car spaces we visited to be worked a bit harder, building a greater sense of interaction and community around the brands.

Genesis does this much better in its Genesis House in New York City. It’s described as:

‘A sophisticated oasis in the heart of the meatpacking district’ offering ‘Expression, Fine dining and Discovery.’

Guests are urged to ‘Celebrate elevated living through rich surroundings and intellectual nourishment’. The website explains:

‘Visitors will find an intriguing sanctuary with plenty to explore, from artful installations and haute cuisine to luminary engagements and the impressive collection of Genesis luxury vehicles.’

Fine dining means a Michelin-starred chef-curated restaurant that serves modern interpretations of traditional Korean dishes. Also on offer is the Tea Pavillion which invites guests to experience ‘the deeply-rooted traditions and beauty of Korean tea culture’. There’s even a library and outdoor terrace garden in which to relax whilst enjoying your refreshments.

Serving Korean food and drinks is a great way to embrace and showcase the brand’s cultural roots, and build its luxury proposition. It also helps with the perennial challenge faced by this type of owned retail - generating direct revenue.

It’s a concept that goes beyond the cars themselves and reveals something of the character of the Genesis brand - not only its Korean roots but also its understanding of the tastes and aspirations of its customers. It says:

We get you and we know how to create things that you will enjoy.

Other recent examples of car brands effectively using physical space to draw in their audience are NIO蔚来 and Rivian .

NIO Houses feature a café, each with its own signature drink, a library with returns to any NIO House, meeting rooms, and even childcare where you can leave your little ones while you shop or run errands.

Rivian's first Hub in Venice, California, offers gardening classes and hand-thrown pottery made by local artists. It has been specifically designed as ‘A place to come together - to attend a workshop, to relax in the garden, to share ideas’. Rivian having realised that the actual buying of cars can be done online.

The Venice hub is the first of a planned rollout of urban spaces by the US EV brand. They are also planning Rivian Outposts, which they describe as ‘Adventure-oriented’ sites in rural locations, showing an understanding of the value to their brand of authentic outdoor experiences.

Summing up

As a pair of self-confessed ‘car guys’, we enjoyed our visit to the Genesis Studio and Polestar Space. Both are welcoming, with friendly, knowledgeable staff and interesting products to interact with.

We were hoping to leave enthused, having had truly memorable experiences that we would tell our friends (and readers) about. But neither brand managed to leave that lasting, indelible impression.

Physical spaces, especially those that don’t generate direct revenue, need to work hard for their brand in other ways. They should build awareness and entice, educate, and showcase, leaving you wanting to be part of the brand and its associated benefits and lifestyle.

Then, even if visitors don’t go on to purchase, they become powerful advocates, spreading the word and promoting the brand.

It’s great to see automotive brands entering physical retail beyond traditional showrooms. But it’s clear there’s plenty of opportunity for improvement - and learnings to be taken from players who have been present in these spaces for a lot longer.

TP Consulting - Strategy ? Advice ? Training and Quarterre work together to provide innovation and design strategy, which they translate into tangible brand touch points and experiences. Specialising in the mobility and tech sectors, we bring brands to life through engagement and play.

Please get in touch to learn more.

#cardesign #retaildesign #brandexperience