Suzuki is serious about fun
The Japanese Suzuki has embraced a new brand identity: ‘Serious about fun’. This identity formed the basis of the request to develop a matching showroom concept, both for Suzuki's motorcycle and car showrooms in the Netherlands.
Always in motion
The car brand has been famous for its reliability for many years. And if you don’t have to worry about the practical aspects of a car, you can focus on enjoying the ride. What does ‘fun’ mean? The meaning is personal, individual, varying. For some, it's a car ride with a full backseat, for others a poorly sung karaoke solo. As long as you're enjoying yourself, and as long as it’s pronounced. This thinking manifested itself in various iconic mood pictures, colourful model cars, and playful objects (spot the rims) that we incorporated into the sets. In addition, we made subtle references to Japanese architecture with the showroom design, aiming to create a professional and warm space.
Streamlined implementation
An important aspect of the project management was the choice of local, serial production and phased delivery. This approach made it possible to be more flexible and faster than the usual international methods within the automotive industry. The rollout of the new concept was carefully planned, supported by an accompanying ordering portal. This allowed for the gradual updating of showrooms.
From XS to XL
Each dealer could, on the basis of 3D drawings, put together the desired quantity and size of the elements.
Fun with colour samples
The display of colour samples consists of vacuum-packed miniature Suzukis painted in all available colours. Manually glued magnets make the 7,000 pieces easy to place and move.
Skilful manoeuvring between the interests and expectations of stakeholders (Japan, importer and 121 dealers) made this 1.5-year project unique and enduringly impressive.
