Al Futtaim Group, one of the most respected conglomerates in the lower gulf region, approached Eview 360 to provide a design solution for their Toyota Showroom. Inspired by Cirque Du Soleil, we set out to create a memorable consumer experience through motion, light and the latest technology. Our challenge was to translate our inspiration into the automotive retail environment.

We applied the theory of brandscaping to create a three-dimensional, interactive and technologically rich environment. Our concept is most notable within the impact zone. Consumers will have a 360 degree, immersive experience through the use of LED screens, digital mesh screens and suspended vehicles. A boardwalk suspended over digital mesh, along side “floating vehicles” offers a dramatic journey to visitors.

Sales and lounge pods were designed to offer a functional way to do business with modularity and advertising options. Each pod is mobile and can be arranged as a customer lounge or private consultation space. Touch screens, interactive computers, advertising graphics and marketing literature can wrap the exterior perimeter surrounding clients in the Toyota brand, products and ideals.

Once impressed by our concept for the Toyota showroom, Al Futtaim requested we assess their Auto Gallery in Dubai, Festival City, with special consideration to the Honda showroom. This automotive gallery spanned 50 acres and housed eight different automotive brands in seven different buildings. Al Futtaim Motors desired a high tech makeover that would draw attention from around the world.

Our objective was to transform their existing facility into an automotive retail attraction that would reflect the brand characteristics of Al Futtaim Motors, demonstrate the theme of Festival City and create an engaging experience for consumers. We used a visual “Curtain of Light’’ to create the boardwalk, a unifying umbrella that brings each vehicle manufacturer together. Illuminated display columns accentuate each automotive brand and attract visitors traveling along the highway.

We also developed a concept for a Vehicle Adventure Center. Here, visitors will experience the products through customized all terrain tracks. As one of the main attractions within Festival City, visitors will also find a gaming zone, cafe, automotive specialty shops, racing merchandise and customized retail items.

We used “The Power of Dreams” as our design inspiration for the Honda showroom. Our objective was to create a fluid space that would allow the consumer to visualize themselves in a Honda. We wanted to create an atmosphere that communicated Honda’s commitment to “lead new insights and technologies” and encourage others to pursue their dreams. We chose the color red to draw attention to the focal points in our design. The color red increases enthusiasm, stimulates energy and encourages action and confidence.

A red floating canvass welcomes visitors into the showroom. The featured vehicles are wrapped in a floating red ribbon. The latest LED fabric and fluid movement offer the consumer a visually interactive story about the product.

The customer lounge is uniquely designed to engage visitors and teach them about Honda’s products, vision, ideals and history. A graphic timeline placed on the interactive display wall allows visitors to explore Honda’s evolution.

Al Futtaim offered us the opportunity to utilize our expertise in brand identity, automotive retail design and technology. You can see that our concept transforms the auto gallery into a high impact attraction that will offer visitors a truly unique experience.