Designing a Michelin-Starred Restaurant—In a Car Dealership

Car shoppers have become savvy in their use of online research tools and less willing to subject themselves to the pushy double-dealing sales tactics at traditional brick-and-mortar car dealerships. So, it’s no surprise that automakers are struggling to find new ways to connect consumers with their brands. One of the solutions they’ve settled on is the automotive Brand Experience Center. These engaging, interactive physical sites are sponsored entirely by the car manufacturer and meant to provide potential car buyers—especially younger buyers—lower pressure means to engage with a brand, saving them an overt sales pitch.