A World First in New Zealand - The Car Store is Open
Feb 24, 2022
A World First in New Zealand - The Car Store is Open
Boasting a visual display to rival most cinemas, The Car Store is a genuinely innovative concept because it can transform to showcase a new model or even a new brand at the flick of a switch
While automotive-themed stores, car displays and 'pop-up sites' are now commonplace here in New Zealand and around the world, The Car Store combines technology and creativity to develop a space that can transform from Porsche to Polestar…Audi to Aston Martin or Lexus to Lamborghini. The development team looked for other examples as a reference but could not find this concept being used anywhere in the world – for any retail space.
The digitally decorated space was conceptualised and developed in-house by the New Zealand owned Giltrap Group, which represent 19 of the world's leading automotive brands. The ability to instantly redecorate allows The Car Store complete flexibility to showcase every brand and latest release without needing a single lick of paint.
Along with the two eight-metre wide screens, which have been likened to 'living wallpaper', The Car Store offers a bespoke customer experience, allowing visitors to configure their dream car in-store using a collection of tablets that enable customers to interact one-on-one and also a jumbo touch screen that customers can use to build their vehicle virtually. A dream car can even be displayed life-sized on the giant digital walls.
The experience isn't only virtual; there is also an opportunity for potential buyers to take a test drive from the Mall, with demonstrator vehicles parked directly below The Car Store. This element was crucial, as the goal has always been to offer visitors to The Car Store the complete automotive experience and not feel like a pop-up shop. At the heart of this experience is a team of product specialists who can bring customers up to speed on New Zealand's most fantastic cars.
Giltrap Group partnered with Panasonic to create this fully immersive visual and audio environment. Along with the two cinema-screen like walls, it boasts a fully digital shop frontage and an array of interactive high definition screens.
The versatility of The Car Store has been on show this week. Just yesterday, it was a Porsche Showroom celebrating Porsche Motorsport and the success of kiwi drivers at Le Mans, featuring a replica of the Le Mans-winning race car alongside Porsche's Flagship EV, the Taycan Cross Turismo.
This morning the doors opened to reveal New Zealand's first Polestar Space, where customers are immersed in the Scandinavian minimalism of the 100% Electric brand. Taking centre stage is the Polestar 2, which has become a multiple award-winner here in New Zealand in just a handful of months. Along with kicking the tyres, customers can test-drive from the Mall and even order a new Polestar in store.
In March, SIXT will showcase their innovative subscription offering, and more exciting automotive brands will follow throughout the year.
You are invited to experience The Car Store on the Ground Floor in the Luxury Precinct of Westfield Newmarket, Shop 150 (next to David Jones).
For further information or to arrange photography or filming opportunities, contact:
Shaun Summerfield – GM Communications & PR – Giltrap Group