Suzuki Cars retail experience
Have you ever wondered why great words - like ‘fun’ - appear in ATL briefs from brands, but never seem to ‘trickle down’ into other business functions? But what would happen if fun was central to an automotive retail experience? Here's a little thought-experiment for one particular marque...
Some years back, we were working with Suzuki on helping them develop a set of ‘refreshment’ design ideas for the UK retail network; and at the time we were asked by an excellent (now retired) client to take a look at a new approach to retail graphics.
Something to bust the tramline approach of pictures of cars, or people in cars, or, I don’t know, snowy landscapes and car-feee roads (ha!)
My contribution to this
Given the work on signage where I had captured the idea of Suzuki = fun = happiness, it seem a small skip to thinking about backdrops that would make you smile.
And we always used to joke about garages and their flags and bunting approach to point of sale in the past. That’s always happy.
Why not re-interpret that visual language? So I did.The programme of artworks for a system of components was called ‘Happy Patterns’ and I created all the vector artworks for various ‘zones’ in the dealership to provide bright, cheerful canvases.
Even the usual dull glazing manifestations (health and safety) I grabbed to make a string of little pendant flags.