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The showroom concept not only conveys in its formal design the Volkswagen brand values, but also describes an image of one of the most luxury cars: the Phaeton. Located in prominent inner-city locations the Phaeton Center is breaking new ground for an exclusive premium segment showroom. The design successfully supports the product and brand experience. It is a representation of lifestyle, an attitude, a commitment to a modern functional design and a premium feeling on different levels. The showroom design stays for more than just experiencing the car the customers experience the world that creates and surrounds it.
Volkswagen Group China
Uli Mayer-Johanssen, Rupali Steinmeyer, Martin Steinacker, Christian Titze, Linda Stannieder, Chien-Tung Chen