Recently, JLR Vietnam has launched its inaugural Brand Experience Center, which is a “Home of Brands” in the world.
This luxurious and modern Brand Experience Center offers a wealth of experiences where customers can delve into the distinct world of each brand – Range Rover, Defender, and Discovery.
Supervised by Professor Gerry McGovern, Royal Designer for Industry, OBE, JLR Chief Creative Officer, along with James Hagger, JLR Retail Design Director, the design and construction of the Brand Experience Center have been meticulously executed.
Professor Gerry McGovern, Royal Designer for Industry, OBE, JLR Chief Creative Officer, stated: “JLR aspires to create captivating emotional experiences and cultivate lasting relationships with customers, thereby enhancing the reputation and value of JLR’s brands. It also serves as an opportunity to convey a truly contemporary luxurious lifestyle by creating a space brimming with creativity, accurately showcasing JLR’s modern design philosophy.”
Spanning 1,673 m2, the JLR Brand Experience Center boasts a unique layout and design inspired by the ripple effect, fully immersing customers in each brand’s essence as they engage with the central area.
Externally, the center showcases a modern aesthetic that seamlessly integrates with the interior space through clean and minimalistic surfaces and materials. The “ripple” interior concept positions customers at the core of the experience, offering an open and refined approach.
James Hagger, Retail Design Director at JLR, exclaimed: “The initial concept of the ripple effect places customers at the heart of the experience, immersing them in JLR’s world of contemporary luxury from the moment they step foot through the door. This presents a stark contrast to traditional automotive showrooms. The openness, absence of barriers, and relaxed atmosphere make it feel akin to a luxurious jewelry box.”
The ground-floor customer reception area leads to the captivating Brand Experience Zone, where Range Rover, Defender, and Discovery each take center stage, showcasing their unique characteristics. Resembling works of art, the displayed vehicles draw inspiration from sculpture centers.
Placing customers center stage to deliver an exclusive experience
Alistair Scott, Managing Director of JLR Asia Pacific, shared: “Vietnam is renowned as one of Southeast Asia’s burgeoning luxury markets, presenting an excellent opportunity for JLR’s brands. This Brand Experience Center is the first of its kind in the region, with Vietnam being its inaugural destination. It further solidifies JLR’s commitment to this market.”
Upon arrival at the Brand Experience Center, customers are warmly greeted by dedicated assistants who accompany them throughout their experience.
Ruud Poels, General Director of JLR Vietnam, expressed: “JLR will bring a captivating and unique experience to JLR Hanoi, immersing customers in the world of Range Rover, Defender, and Discovery brands. This pioneering Brand Experience Center is designed with a visionary approach, and we are honored to have been chosen as its first location.”
TH (Tuoitrethudo)
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