VMSD - September 2017 - 45

T

he traditional: an automobile

company's showroom, filled with latemodel cars and eager salespeople. The
future: an automobile company's storefront in a retail center without a single
car inside.
That's what Ford Motor Co. (Dearborn,
Mich.) is experimenting with - the FordHub
experience store in the Oculus center in New
York's World Trade Center. "It's a non-transactional space," says Laura Krpata, senior designer
and project creative lead, Fitch (Columbus,
Ohio). "But it expresses Ford's future brand
proposition. Retail brands are learning that
'retail' as a place where people simply buy products is just not true anymore."
What is the new retail, then? "It's a place that
connects brands to consumers," says Krpata.
That's just what Ford wanted with its initial
FordHub concept. "It's the undiluted voice of
Ford in conversation with consumers," Krpata
says. The only automobiles in the space are a
collection of tiny, colorful vintage car replicas

in a display on mobility.
"Ford has been migrating to be more than
just the traditional automotive brand," says
Andrew Birkic, Ford's global advance consumer
experience programs manager. "We want to
become a mobility solutions provider in addition to designing and manufacturing great cars
and trucks."
Filled with high technology and lots of moving parts, the store demonstrates how people
may get around in the cities of the future - traffic patterns, mass transit, new technologies,
self-healing roads, hyperloops, parking solutions and new options like car-sharing and carborrowing. All are demonstrated on a series of
interactive displays on the walls and on the floor
of the 2800-square-foot space. A 26-foot-high
wall called the Future of Mobility "shows how
cities will emerge and change, and how we'll be
impacted in our daily commutes," says Birkic.
"This platform is a way for Ford to help people rethink their mobility and what the new
landscape could look like," says Krpata. "And

left Ford's newest outpost

doesn't sell merchandise,
aiming instead to educate
visitors on its future brand
positioning as an urbanminded transportation
company.

below A large subway
map paired with transit
times pulls in passersby
waiting for subways and
commuter trains near the
World Trade Center's metro
hub.

vmsd.com

|

september 2017

45


http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
VMSD - September 2017 - 22
VMSD - September 2017 - 23
VMSD - September 2017 - 24
VMSD - September 2017 - 25
VMSD - September 2017 - 26
VMSD - September 2017 - 27
VMSD - September 2017 - 28
VMSD - September 2017 - 29
VMSD - September 2017 - 30
VMSD - September 2017 - 31
VMSD - September 2017 - 32
VMSD - September 2017 - 33
VMSD - September 2017 - 34
VMSD - September 2017 - 35
VMSD - September 2017 - 36
VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
VMSD - September 2017 - 51
VMSD - September 2017 - 52
VMSD - September 2017 - 53
VMSD - September 2017 - 54
VMSD - September 2017 - 55
VMSD - September 2017 - 56
VMSD - September 2017 - 57
VMSD - September 2017 - 58
VMSD - September 2017 - 59
VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
VMSD - September 2017 - 64
VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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