BUICK - New Build Concept Proposal for AUTO SHANGHAI 2017
• Create a premium, inviting and dynamic
environment that showcases Buick’s exciting new vehicles and conveys brand relevance.
• Increase: foot traffic, dwell time, brand perception, brand advocacy = drive purchase consideration.
• Conveying a sense of well-being for the customer.
• Tone should be warm, luxurious and
• Must build consumer relevance that Buick is THE brand for them.
• Capture the momentum and emotion of the Buick brand; personifying “Delight” through a
contemporary, progressive and immersive stand experience.
• The stand must attract and connect with
consumers on a deeper level, engaging them
while teaching them something new.
• Provide an fully integrated Avenir salon
“experience" that showcases the new Buick subbrand and highlights Buick’s highest expression of luxury yet, signally something new and special at Buick.
Attract younger buyers (post 95') while retaining existing cross-generation customers.
Physical Design Parameters:
-Consider visitor flow and daily traffic of 90K-150K visitors
-Second floor for VIP area (Buick Club and government officials)
-Follow show rules and build restrictions
-Consider a modular approach for others shows, regional kits
and global rollout
-Consider innovative use of a water element to convey heath and well-being
-Consider lighting, brightness and mood. Should stand out, but in a sophisticated way
-Booth ambiance should be warm and welcoming, but the technology area(s) should
be cool and use blue
-Consider digital and “social life” activations and/or crowd sourcing
-Consider live performances or music attractions that connection emotionally and
culturally to our audience
OVERARCHING AUTO SHOW MESSAGES:
- Buick is the leading premium brand in China with relevance, pedigree and momentum
- Buick is moving up in the premium brand segment
- With an ever-expanding portfolio of products to meet any lifestyle
- Portfolio growth with new products (LaCrossse hatch, Elite/EREV(volt), concept car)
- Holistic technology BiP: electrification (assumed) + connectivity (unique) = enhanced mobility experience
- Service: Buick Care, a unique asset as the first automotive “service” brand
PHOTO• SHANGHAI 2016
Brand Strategy • Case Study • Research • Reference • Inspiration • Ideation • Development
CAPTURE THE EMOTION OF DELIGHT THROUGH:
Inviting • Inspiring • Progressive • Aspirational
Well Being • Living Interior
Joyful Essence • Emotional Expression
Sculpted Beauty • Momentum
Ultimate Utopia • Avenir Core
IDEATION • FORM EXPLORATION
Tools used: Manual Sketching, Rhinoceros, V-Ray, Photoshop