Recently, JLR Vietnam has officially introduced its first-ever Brand Experience Center in the world, designed with the vision of a “Home of Brands.”
This luxurious and modern Brand Experience Center promises to bring rich experiences, where customers can explore the unique world of each brand – Range Rover, Defender, and Discovery.
The design and construction of the Brand Experience Center were supervised by Professor Gerry McGovern, Royal Designer for Industry, OBE, JLR Chief Creative Officer, along with James Hagger, JLR Retail Design Director.
Professor Gerry McGovern, Royal Designer for Industry, OBE, JLR Chief Creative Officer, said: “JLR aims to create captivating emotional experiences and build sustainable relationships with customers, contributing to the reputation and value of JLR’s brands. It’s also an opportunity to convey the vision of a truly modern luxurious lifestyle; creating a space full of creativity, accurately showcasing JLR’s contemporary design philosophy.”
The JLR Brand Experience Center, spanning 1,673 m2, features a unique layout and design inspired by the ripple effect, immersing customers in each brand as they experience the central area.
Externally, the center boasts a modern design, seamlessly connecting with the interior space through clean and minimalistic surfaces and materials. The “ripple” interior concept places customers at the center of the experience through an open and refined approach.
James Hagger, Retail Design Director, JLR, said: “The initial idea of the ripple effect places customers at the center of the experience, immersing them in the world of JLR’s modern luxury the moment they step through the door. This is also a challenge compared to conventional auto showrooms. The openness, lack of barriers, and relaxed atmosphere make it feel like a luxurious jewelry box.”
The ground-floor customer reception area leads to the Brand Experience Zone, where Range Rover, Defender, and Discovery each showcase their unique characteristics. Inspired by sculpture centers, the displayed vehicles are like works of art.
Delivering a unique experience by placing customers at the center
Alistair Scott, Managing Director of JLR Asia Pacific, said: “Vietnam is known as one of the fastest-growing luxury markets in Southeast Asia, presenting a great opportunity for JLR’s brands. Vietnam is the first destination for this Brand Experience Center in the region. It is also JLR’s second showroom in Hanoi, reinforcing JLR’s commitment to this market.”
Upon arrival at the Brand Experience Center, each customer is greeted by a dedicated assistant who will guide them throughout their experience.
Ruud Poels, General Director of JLR Vietnam, said: “JLR will bring a unique and captivating experience to JLR Hanoi, where customers can immerse themselves in the world of Range Rover, Defender, and Discovery brands. This is the first Brand Experience Center for JLR in the world, designed with a new vision, and we are honored to be chosen.”
TH (Tuoitrethudo)
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