Munich Statement site gives customers a retail experience they will love for life

In July, Jaguar Land Rover opened its first 'Statement' site in Munich, which became the company's largest and most compelling retail location to date.

It is the first opportunity to demonstrate to customers the full range of products and services that Jaguar and Land Rover has to offer under one roof.

Using elements from Jaguar Land Rover’s Corporate Identity ‘ARCH’, it combines a number of new environments including dedicated Special Vehicle Operations and Classic Works areas. Each zone has been carefully crafted to help visitors immerse themselves into the brands. 

At the heart of this impressive new retail site is the customer’s experience.

Julie David, Jaguar Land Rover’s Global Experiential Marketing Director, said: “We have considered every aspect of our customer’s experience. We want them to enjoy every moment when they arrive.”

Keen to break away from the look and feel of a traditional showroom, the team led by Julie and Alice Jones, Global Head of Retail Experience, had a clear vision of how the site should look and feel from a customer’s perspective. 

Alice says: “We wanted to make a positive, engaging space. Also the site had to be a genuine destination, a place where people want to visit and spend time.”

Retail design is all in the details

Split over five floors, four of which are customer-facing, the Munich site will house around 400 vehicles at any one time. 

But great care has been taken to not make the space feel too busy, and to maintain the relaxed atmosphere that will allow customers to explore at their leisure. 

Working alongside partners – Principal and Eight Inc., who design Apple’s retail stores, the team has focused on every possible detail.

Alice explains that each material used on the walls and floors, and all the customer and staff touchpoints have been scrutinised. As has the amount of natural light coming in, the coffee used in the Barista bar, through to the comfort of the seating and access to USB sockets.

Each lounge area has been individually considered to make the customer feel comfortable. From areas where a family could dwell, to zones where customers can have privacy to talk financials or to work.

The new site also mixes the traditional with the contemporary. Story walls and digital screens complement each other to share each brand’s story in an engaging and interactive way. 

The design was not limited to just the fixtures and finishes – a bespoke scent and showroom playlist was developed to provide a multi-sensory experience. 

Becky Danker, Global Experience Solutions Manager, says: “Many premium retailers and hospitality brands use their own scents. Research suggests different scents can be used to influence behaviour. 

“By engaging all the senses, we can create a unique and memorable experience. Ultimately, it can lead to positive connotations associated with our brands. 

“We piloted the scent at the Geneva Motor Show, which proved that customers do dwell longer and felt more relaxed on the stand. It is these small details that make the difference.”

Looming large behind the service department’s desk is one of the most impressive parts of the Munich site – Europe’s largest living wall. 

At 13.7m tall the wall is covered with six different species of plant and designed to give customers a glimpse of our commitment to Destination Zero and a more sustainable future. The plants are housed in individual pockets and the wall incorporates its own irrigation system.

“Our aim from the beginning was to bring the outside in,” says Julie. “The question was how we make it a seamless experience. By introducing a living green wall we have done just that – it gives the showroom that pure wow factor.”

Giving customers an experience they will never forget

Munich’s Statement site has been designed to accommodate all types of customer. From the drive-in service area, which is a first for Germany, to the welcoming zones encouraging current and prospective customers to explore the best of both brands.

While the showroom element hasn’t radically changed it is the spaces around these areas that has. For example the gallery introduces customers to Jaguar and Land Rover's  newest products and latest technology, but can be easily adapted into an intimate private event space.

Alice adds: “We want every visitor to feel valued and enjoy the environment. Making a retail space a ‘destination’ for people does matter and we have achieved that in Munich.

“My team’s role was also focused on making sure we developed the optimal environment to help a customer personalise their own Jaguar or Land Rover.”

The ability to personalise each customer’s experience has been considered all the way through the design. The handover bays have been crafted to make customers feel special – providing a dramatic and private space for their vehicle unveiling.  

Both the Jaguar and Land Rover showrooms come equipped with their own Personalisation Studios where customers can explore the numerous colours, materials and options available as they build their perfect car. The Inspire walls share stories and impactful imagery of the brands, vehicles and people to get those creative juices flowing.

SVO’s Commissioning Suite takes personalisation to another level, as it gives its customers the perfect space to mull over the design of their dream vehicle.

What about the future?

The Statement site may be able to host everything that Jaguar and Land Rover has to offer, but it doesn’t mean those elements can’t be translated elsewhere.

Alice says great care was taken during the planning stage to develop each zone individually to make them scalable. If another retailer wants a dedicated SVO area, the Retail Experience team will be able to reproduce it on a size to suit that particular showroom.

“Each element has the potential to be transferred and applied to other retailers around the world, and we have already started to do this,” she adds. 

Munich’s clever design means other retailers globally can benefit from taking elements that will help immerse their customers in a retail experience that they will love for life.

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