MG Motor Australia

Immersive Retail Experience Design

When MG Motor Australia sought to establish a dynamic presence in Westfield shopping centers across the country, they needed a design partner who could create an engaging, flexible retail experience that would showcase their growing EV lineup, particularly the innovative MG4.

Strategic Challenge

The project required careful balance between several key objectives:

• Creating an immersive brand experience within shopping center constraints
• Designing flexible spaces that could showcase one or two vehicles
• Integrating interactive elements to drive engagement
• Supporting MG's 'Touch Strategy' for EV promotion
• Facilitating direct consumer interaction through brand ambassadors

Design Solution

Our team developed a modular retail experience that could adapt to different space requirements while maintaining strong brand presence. The stand design featured:

• Flexible configurations to accommodate varying vehicle layouts
• Strategic spotlight placement for the hero MG4 and MG4 XPower
• Interactive zones that encourage consumer engagement
• Dedicated areas for brand ambassador interactions
• Cohesive branded elements that create a premium atmosphere

Technical Development

We delivered comprehensive visualization materials including:

• Detailed 3D renders of various space configurations
• Animated walkthroughs of the customer journey
• Technical specifications for construction
• Interactive element prototypes
• Detailed space planning documentation

Implementation Planning

The project scope included:

• Complete project timeline and execution strategy
• Detailed budget breakdowns
• Interactive technology recommendations
• Staff positioning and flow planning
• Installation and maintenance guidelines

Results

The design was approved for implementation across Westfield shopping centers in Australia, beginning March 2023. The experience successfully bridges the gap between traditional automotive showrooms and modern retail environments, creating an accessible and engaging platform for introducing MG's EV lineup to Australian consumers.