West London Audi - rebrand project

  • Amy Hillier
West London Audi is the UK’s flagship Audi car showroom. Set across seven floors, it is the largest Audi showroom in Europe. Located on one of London’s busiest through-roads, the M4, this is one of the most visited dealerships in the UK.
The showroom previously offered customers three floors to peruse the Audi range. There was little organisation by floor, with no clear definition in each area. Customers would often find the space daunting, and not know where to start in such a huge space.
Audi UK and dealership owners, Sytner, wanted to make the space easier to navigate, and provide customers with a clearer, more engaging journey and experience across all floors. We wanted to encourage customers to visit all floors and view every model, rather than stick to browsing in one area. As part of this project, we chose to open an additional floor to the public, one which had previously only been used during exclusive events and for VIP guests. This has now become the equally exclusive Audi Sport floor.
We reimagined the space around some larger Audi themes: ultra, technology, quattro and sport. Along with the Sport floor, we have created three additional key destination points across three more of the floors for the remaining sub-brands. Part of this thinking behind this decision was to educate customers and simplify the technology available.
As a result of this we have created a unique retail environment for Audi customers in West London.

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