Vitra Urban Living

Vitra EuroShop innovative showroom concept "Artemis Automotive"

Vitra has installed the imaginary small town The Village with a plaza and five shops at the EuroShop trade fair in order to solve current challenges in shopfitting with individual retail concepts. One of these businesses was the trend-setting InnerCity Car Showroom "Artemis Automotive". Instead of the exhibition of many vehicles, the digital in-store experience was used in this showroom. The personal dream car presented itself to the visitors in an innovative way

The dream car

In the intuitively designed showroom, visitors had the opportunity to put together their dream car step by step together with dealer sales consultants. The essential equipment features - colours, leathers and fabrics for the interior upholstery - could be inspected and experienced through touch via a display on the wall. The selection was transferred to the digital model by simply placing it on the multi-touch table or by selecting one circle at a time. Its high resolution provided a lifelike product experience.

The virtual vehicle model provided visitors with technical details and information. Using Augmented Reality, the vehicle on display was brought to life on the tablet. The detailed three-dimensional representation on the display provided insights into the technical world of the car, which could not have been illustrated using the real vehicle in the showroom.

Summary: more real than real

The Artemis Automotive InnerCity showroom allowed visitors to experience the entire spectrum of a sales process in the smallest of spaces by combining fine tactile materials and high-quality digital content, and to run through the process in an exemplary fashion. The resulting vehicles were not only more customer-specific than real vehicles would have been able to be, but also more emotionally charged thanks to their richness of detail. More than 2,500 visitors already proved on the first day of the fair that the digital concept and the user experience not only delighted clients, but also trade fair visitors.

The future makers

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