8 June 2009
MetaDesign’s dealership concept turns Volkswagen into a global brand experience

Germany’s leading branding agency creates a holistic 3D approach as part of Volkswagen’s course toward becoming the global automobile market’s most innovative high-volume brand

MetaDesign has set a new standard in experience branding with its global dealership concept for Volkswagen. The new architecture and interior concept is the foundation for the current global roll-out. As a corporate design agency, MetaDesign has accompanied Volkswagen for many years, helping the car maker to communicate its innovative, high-quality brand. The new look of the dealerships brings together various levels and media in a highly flexible manner to create a clear, sophisticated design. The modular concept enables it to be adapted to provide an optimal solution for different dealers’ various needs. Volkswagen began re-examining its existing dealership concept in 2005. The brand strategy and corporate design were further developed as part of the company’s course toward becoming the world’s most innovative high-volume brand, and the point of sale received particular attention as a venue for brand communication. The prototype MetaDesign developed will now serve as the blueprint for all dealerships worldwide.

Nothing can communicate the overall brand experience like a showroom. The interplay of product, advice, service and brand display sets the stage to convince customers in their decision to purchase. The brand must deliver what its media promises. Volkswagen communicates confidence, clarity and quality. The modular concept for the new dealerships offers elements that can be individually combined like building blocks to turn any building into a Volkswagen dealership. It takes various needs into account and provides a virtually endless array of possible combinations. That means dealers can make the most of any space, both inside and out – whether big or small, new or old, or in Asia, America, Australia, Africa or Europe. In short: Everywhere the Volkswagen brand is. Volkswagen also developed a master plan for new buildings based on the same design principle and concept.

The design concept’s distinguishing element is the white frame as a “snapshot” design principle. Like an instant photo, it brings the various aspects of the brand into focus and directs the viewer’s attention to the contents of the frame. The many different ways it can be used allow it to display new contents as they change, making it an unmistakable symbol of Volkswagen in all media. MetaDesign developed the highly nuanced overall look right down to the last detail, including furniture, a decoration concept, corporate fashion and Volkswagen’s own corporate sound at the point of sale.

“The entire project is a highly convincing result of an inter-disciplinary team’s efforts, with input from marketing and construction professionals as well as from various agency specialists. Our understanding of what Volkswagen is can be seen in every detail. That adds up to a consistent and convincing brand image,” said Dr Hendric Hallay, head of brand management and strategy for the Volkswagen brand.

Another element of the concept is its flexible adaptation to the cultural expectations and local resources of different countries and regions. In China, for example, a feng shui advisor was consulted to help develop the floor plans and select materials, such as wood, fabric and leather used for furnishings. Whereas light cherry wood is used in the rest of the world to build a contrast to the white surfaces of the furniture, dark walnut is used in China. Breathable, easy-care fabrics in dark colors were chosen for coverings for hot, dusty climate zones, while light leather and artificial leather furniture is used in Europe.

Volkswagen opened its first dealership in the new concept in Beijing last year to coincide with the 2008 Olympic Games. Starting in 2009, China is Volkswagen’s most important market.

The new dealership concept was originally tested as a prototype in Wolfsburg and was open for one year for viewing by Volkswagen dealers and sales staff. Autohaus Thielmann in Haiger, Germany, was the first German dealership to implement the new concept. The new building with over 500 square meters of showroom space was opened after a construction phase of only six months.