CUPRA

After an impressive rollout with 300 elaborate presentation areas for SEAT dealers worldwide, Vizona then implemented what is Europe’s first CUPRA Garage in Hamburg. After Mexico City, this flagship store is only the second of its kind. Located in a 600 m² listed industrial building, the striking broad oak frame at the entrance already makes it clear that this is no ordinary salesroom. The interior is dominated by CUPRA’s characteristic design scheme: rough concrete optics and copper-coloured design elements, such as expanded metal grids on the walls, furniture and ceilings, offer an authentic backdrop for vehicle presentations and launches inside the 50s building. Like the launch of_the first independent model CUPRA Formentor: Named after the_peninsula on Mallorca with its notorious MA-2141 serpentine, this cries out_for experience zones, racing corners and a virtual reality room where, with digital support, you can practically experience the vehicles on the road.

Case Study – Market Launch

More sophisticated, youthful and closer to the lifestyle of the younger generation: three concepts are available for the perfect launch of the sporty automotive brand CUPRA. In the tender stage, initial ideas for the materials to be used are only roughly defined. Vizona is quick to establish that they would not be capable of transporting the desired image.

We listen very closely and gain an understanding of the brand objectives. That helps us to flesh out ideas for the materials. And we inject real storefitting passion. We perform endless experiments in the joinery and other workshops until the CI colours and envisaged materials work for all the furniture.

And the client can examine the hand samples and convince itself up close that the colour depth and haptics really work. In addition, the showroom design scheme has to be suitable for rollout. Vizona develops prototypes for each concept and assembles three model stores for the client. These are then ready to be discussed. What works and how? Where do we need to cut costs? Which details need adjusting for larger quantities?

That is the perfect basis for deciding on the final concept! And the foundation for the pending success: together, strategy and quick thinking, marketing, store design and CI-conformity lead to a veritable explosion in the new brand.