VW Car One

  • LocationCanelones Department
  • CountryUruguay
  • ClientJulio César Lestido S.A.
  • Date2020
  • PracticePonce de Leon Architects
  • TypeCommercial
  • StatusCompleted
The new VW Dealership architectural design from our office is located at CARONE new facilities, in Canelones, Uruguay. This is the first megacentre for 0 km. and used cars of the country.
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The new VW Dealership architectural design from our office is located at CARONE new facilities, in Canelones, Uruguay.This is the first megacentre for 0 km. and used cars of the country.
We had the task of moving the brand towards the people.
Unlike most competitors, VW does not mainly focus on the brand image, but rather focus on selling new vehicles. Buying a car is a well-advised process that is thoroughly planned ahead. Incentives for spontaneous purchases in an unexpected environment are rather rare.
Volkswagen is driving one of the most iconic rebranding projects in industry ever.
Digitalization represents the new Volkswagen brand and challenge the new digital competition with a flexible yet consistent design that works seamlessly across all digital touchpoints.
The new brand design brings not only a new style to the retail locations, but also new functionalities and more flexibility for sales and customer management in all existing formats.

As a leading e-company, the new design for VW focuses in:
• ID. Family roll out
• Mobility ecosystem
• Connected car, customer and retail

Paradigms:

• People first
• Digital first
• New attitude
• Brand Differentiation
• Total Brand Experience
• Global Brand Governance
• Works for MQB and MED

Consistent design was took in consideration by our architectural office, using the overarching design figures:

• Basic applications derived from de NBD (logo, light frames, light plannes, light boxes)
• Linear and functional design language.
• Atmospheric use of colors, materials and illumination
• New generation of furniture elements (e.g. seating and digital elements)
• Provision for the newly developed digital process tools.

The new VW logo focuses on:

• Clear and simple
• Flat
• Contrasting
• Focused
• Flexible
• Open
• Easy to use
• Reduced to the essentials.

Our design focused in total overview taking special considerations in Welcome Wall, Reception Area, Product Presentation, Hospitality, Configuration, Consultation, Shop and New CarDelivery.