New experiential showroom experience for Jaguar Land Rover

As brand guardians of the Jaguar Land Rover Arch CI programme, Principle has the responsibility for managing all retail and special project sites for the prestige car manufacturer, and the latest project to be completed was a new ‘Statement’ showroom for retailer Bierschneider in Munich, Germany.

The brief for the ‘Statement’ project was to create a progressive and innovative customer experience, building on the existing ARCH corporate identity, and developing new experiential areas for specialist areas of the Jaguar Land Rover offer.

Although a relatively small site, with a total area of 18,100 sqm of floor space across 5 floors including 2 basement levels, the Munich showroom can accommodate an impressive 373 cars and has some key design features.

  • Atrium - one of the largest living walls in Europe measuring 14.1m x 18.8m and set at the heart of the building. It also features a projecting glass box structure that acts as a focal point to tie all the different zones of the building together.
  • Curved mezzanine with scooped away floor structure to create double height space which casts natural light onto the car display.
  • Events space - a dedicated roof level space designed with integrated hospitality and flexible furniture to showcase latest products.
The brief for the ‘Statement’ project was to create a progressive and innovative customer experience.

A project of this scale doesn’t come without its challenges which included sympathetically integrating a complex mechanical and electrical package within a concrete frame building; co-ordinating
packages and understanding every detail between the specialists to limit any conflicts within the design and technical planning and achieving a minimalistic interior with so many technical elements and services to be concealed.

However the end result is a creation that merges innovation, warmth, energy, and new technology; delivering an environment where customers can feel special, educated and absorbed in the Jaguar Land Rover brand.

Principle delivered an environment where customers can feel special, educated and absorbed in the Jaguar Land Rover brand.

Julie David, Global Experiential Marketing Director, Jaguar Land Rover, commented: “This is all about our people, the collective 'one team' of those from Jaguar Land Rover and our key strategic partners. We have left a legacy of the care and efforts of those in an amazing property, a fabulous retail and hospitality experiential environment that will be there for our customers for many years to come!”

Dominic Elms, Network Development & Standard Director, MM-1 Market Performance, added: “Hand on heart, it has been a real pleasure - and one of my personal highlights during my time at Jaguar Land Rover - working within such a can-do, proactive team made up from so many different parts of our organisation. A reminder of what is great within Jaguar Land Rover when we put our minds and hearts to it, together.”

Principle's objective was to create a warm and welcoming space, unique to Jaguar Land Rover.