Coming soon: UK’s first ‘Polestar Space retail environment’

Time 3 years ago

THE location of the UK’s first ‘Polestar Space retail environment’ is set to be confirmed soon.

Unlike traditional car dealerships, Polestar Spaces will be environments where customers will be able to physically interact with the modern digital brand. They will be situated in major metropolitan centres, typically in the company of other innovative organisations.

Polestar is now creating the interior concept for its Polestar Spaces, developing ideas in a new retail lab.

The interior concept will reflect the same minimalist and uncompromising design as Polestar’s cars, and will showcase elements of the company’s design language, philosophy and brand experience in a manner similar to art installations.

Components such as wheels and carbon-fibre sections will stand alone to exhibit their own unique design attributes. Material finishes including paint colours and interior leather samples will also be presented in a unique context.

Thomas Ingenlath, chief executive officer at Polestar, the performance-oriented arm of Swedish manufacturer Volvo, said: ‘Polestar will be a fully digital brand, but a Polestar Space is where customers will be able to come into direct contact with us.

‘In a Polestar Space, they’ll meet and interact with a Polestar brand and product expert, see the engineering under the skin as well as be able to take a test drive.

‘It will be a very different experience to today’s typical car dealership.

‘By the middle of 2020, we aim to have opened up to 60 Spaces around the world to support the key launch markets for the brand. As we progress, we will open Spaces in more locations to support our retail development, making the brand more accessible with the opening of each new Space.’

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Dave Brown's avatar

Dave, production editor on Car Dealer Magazine, is a journalist with more than 30 years' experience in the worlds of newspapers, magazines and public relations.

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