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The First Jeep Flagship Center- Jeep Adventure
By : INGROUP, Raven Wang, Helki Lin
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Interior Design
Categories : Commercial Space / Commercial Space > 5,400 sq.ft. (> 500 sq.m.) : Platinum Winner
INGROUP | The World’s First Jeep® Adventure: Creating an Immersive Automotive Retail Experience
Designed by INGROUP in June 2022, the world’s first Jeep® adventure was launched at Crystal Galleria in Shanghai’s Jing’an district. Open and modern, the forward-thinking international city of Shanghai is the origin of infinite creativity, technology and innovation. Breaking from the stereotype of traditional 4S car dealerships, Jeep® Adventure reshapes an exciting experience of scenes to express the brand’s philosophy and history, creating an immersive automotive retail experience.
Adjacent to the intersection of Yuyuan Road and Changde Road, the project stands out on the ground floor of Crystal Galleria in Shanghai’s Jing’an Temple business district. Taking advantage of the site, floor-to-ceiling windows provide panoramic views on three sides as an interface with the street. Paying special attention to product presentation, INGROUP expresses the brand’s adventure genes through dynamic scenes and images of the natural environment, visually connecting the product display and the flow of people in the street to attract customers.
The design concept tells the story of citizens with off-road genes, who come together here in their adventure and rediscover their desire for nature and off-road adventures, calling on more like-minded explorers to embark on the journey to explore uncharted paths and enjoy the spectacular scenery along the way.
Building inward Following this concept, the designers created a gathering zone in the form of architecture inside the store that is contrasted with scenes of the ever-changing natural environment, including desert, forest and snow-capped mountain, to display Jeep’s off-road characteristic. The architecture inside the store creates a two-way view of the interior and exterior, establishing a fluid, scenario-based arrangement of functions in the space. Seating is arranged to create a relaxing space, rather than a trading zone, enhancing the conversational atmosphere for sales and customers. Overhead lighting and raised steps define the gathering area to emphasize the focus of the overall space. As the heart of the service, it serves as a service counter, negotiation area and peripheral product display.
INGROUP integrates rich natural textures into the space with raw, eco-friendly materials. Stone powder and evergreen moss create mountain-like images dotted around the space; the digital display table adopts old recycled wooden doors to mimic the rustic stump; OSB flooring with a natural texture matches the wooden table, blending into the space.
INGROUP has created a space that is rich in natural textures.
Creating outwards To meet the multifunctional needs of the brand’s live broadcasts, cross-border activities and VIP lounges on the other side of the central service area, INGROUP arranged a variety of seating to create an open landscape at the far end of the interior architecture. There is a staircase behind the circular exhibition stand that leads to the second floor of the space. The space beneath the staircase becomes a showcase in which soil, moss and plants contrast with the artificial textures in the space. While the transparent glass wall offers an unobstructed view, it also echoes the view framed in the material.
This project has strict construction time requirements. Thanks to meticulous planning in the early phase and close on-site coordination during the construction period, the team completed the project with optimum quality within the tight 42-day construction deadline. The entire showroom embodies the spirit of a great successor, displaying both an enduring brand expression and a fashionably poetic atmosphere.
In the era of rapid development of the Internet, a store is no longer just a transaction place, but a brand display place with social interaction and communication functions that are not available online. While satisfying the business functions, the retail space should put forward the differentiation of brand concept and products, to form the spatial impression and symbol of the brand in the minds of consumers.
Following clear design principles and Jeep’s brand philosophy, INGROUP created a gathering space for customers with exploratory minds. The first Jeep® global adventure aims to connect the brand and users through the medium of space, thereby extending and broadening the Jeep brand gene. Especially as the boundaries between products, space and services become increasingly blurred, this will bring diversity of presence and a unique interaction experience, bringing together those target groups interested in Jeep and Jeep lifestyles. outdoor exploration. When their sensory experience is satisfied, emotions are connected, resonated and expressed, and the benefits of the offline store can be maximized, thereby stimulating and putting into practice a broader promotion of Jeep’s brand concept.
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