EXCLUSIVE VOLKSWAGEN SHOWROOM
THE NEW ORDER
THE INTRODUCTION OF THE NEW VOLKSWAGEN PHAETON AND TOUAREG
Het Koopmanshuis is a building designed by the Dutch architect Wim Quist (known for the Museon in The Hague and the Maritime Museum in Rotterdam). It is part of a complex of Buildings at the headquaters of Pon’s imports in Leusden, The Netherlands. PON wished to develop the building from art gallery to showroom for the introduction of the new Volkswagen Phaeton and Touareg.
Our brief was not only to design the interior of this building, but to look at the overall positioning of these cars in the market, and to develop organisational and service models for the cars. This included research into driver profiles, research into competitiors in the luxury car market, dealership structure and aftersales service, interior and graphical design.
It was decided early on in the project that we would not introduce the cars at every Volkswagen dealership, but concentrate the launch into one building that would reflect the craftsmanship and technology of the cars. Here we could provide a very personal approach with excellent service to a standard that customers in this segment of the market are accustomed. Het Koopmanshuis has the role of flagship-store for the Volkswagen brand:
From the concept QuA designed the interior, the identity as well as a book.