VMSD - September 2017 - 41

MATT F OWL E R, HIG H WYCO M BE , BU CKI NG HAM SHI R E

used to create various effects. "Lighting was everything," Nicolas says. "[The challenge was] how to create a space with lighting with the precision of a few
millimeters, in constant motion, and [with] carefully
choreographed timing."
According to Nicolas, Tokyo is becoming a place
for experimentation, where - much like in the U.S. -
customers are demanding engaging physical destinations which provide a sensory experience that may not
be easily replicated online.
THE FAST AND THE FULFILLED
When it comes to convenience, the act of car shopping
might not immediately come to mind. Yet more digitalphysical dealership hybrids are taking root, like Seat UK
(Martorell, Spain), which offers customers a physical
experience that's almost as easy as ordering online.
Owned by the Wolfsburg, Germany-based Volkswagen Group, Seat is the only automobile company
that develops, designs and manufactures vehicles
in Spain. Recently, the brand has been expanding its
reach globally, tapping Green Room Design (Birmingham, U.K.) for its Lakeside Shopping Centre (Grays,
U.K.) "dual-retail" outpost, which includes an outdoor
"Experience Center" and an interior store concept.
The 1615-square-foot store is a short walk from
its Experience Center, an area that houses 16 models
ready to be test-driven. The interior sports Mediterranean-inspired colors and an olive tree surrounded by
Gaudi-style seating that serves as a lounging spot for
tired shoppers.
Customers can research customization options using
22-inch screens that serve as digital info "hubs," which
allow them to browse financing options, book test-drives
or configure models. Test-drives can be immediate or
scheduled, and at Lakeside, cars are in stock for purchase
(delivery is usually one week after buying).
Despite the tech approach, Mike Roberts, chief creative officer, Green Room Design, maintains that the
human element in store helps differentiate from the
online channel and provides a consumer-controlled
experience.
"Customers can easily buy pretty much any product they want online, therefore bricks-and-mortar
retail needs to resonate on an emotional level," he
says. "By creating a deeper level of personalized expe-

Seat UK's "dual-retail"
concept at its Lakeside
Shopping Centre in the
U.K. blends an outdoor car
showroom and an indoor
customer service center
for a separate but unified
buying experience.

vmsd.com

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september 2017

41


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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