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The design and construction of the showroom was overseen by Professor Gerry McGovern, OBE (Order of the British Royal Medal), JLR's Chief Creative Officer, along with James Hagger, JLR's Chief Retail Design Officer.
Professor Gerry McGovern, OBE (Order of the British Empire), JLR's Chief Creative Officer, said: “We aim to create emotionally engaging experiences and build lasting relationships with our customers, contributing to the prestige and value of JLR brands. This is also an opportunity to convey our vision of truly modern luxury living; to create a creative space that accurately reflects JLR’s contemporary design philosophy.”
The exhibition center covers an area of 1,673 square meters.2The unique layout and design concept, inspired by the ripple effect, immerses customers in each brand as they explore the central area.
Hanoi was chosen as the location to realize JLR's "Modern Luxury" strategy, featuring a brand-new flagship showroom model, the first of its kind in the world, embodying the "Brand Home" vision.
The center's exterior features a modern design, seamlessly connecting to the interior space through clean, minimalist surfaces and materials. The "wavy" interior concept places customers at the center of the experience through a more expansive and sophisticated approach.
James Hagger, Retail Design Director at JLR, said: “The initial idea behind the ripple effect was to put the customer at the center of the experience, immersing them in JLR’s world of modern luxury the moment they step through the door. This also presented a challenge to the conventions of typical car showrooms. The openness, lack of barriers, and relaxed atmosphere made it feel like a luxurious jewelry box.”
The reception area in the center of the ground floor leads to the Brand Showcase, where Range Rover, Defender, and Discovery showcase their distinct identities. Inspired by sculpture centers, the vehicles are displayed as works of art.
The brand showrooms surround the central reception area, offering customers an immersive experience of each brand's unique characteristics.
Delivering a unique experience through a customer-centric approach.
Alistair Scott, CEO of JLR Asia Pacific, said: “Vietnam is known as one of the fastest-growing luxury markets in Southeast Asia, and this presents a great opportunity for our brands. Vietnam is the first destination for this showroom model in the region. This is also our second showroom in Hanoi, reinforcing JLR’s commitment to this market.”
Upon arrival at the showroom, each customer is greeted by a dedicated concierge who will guide them throughout their experience. Whether it's their first encounter with the brand or they are already Land Rover owners, our dedicated team will provide a truly personalized experience.
Customers experience JLR's ultimate in modern luxury the moment they step through the door, with exceptional customer experiences at varying levels.
Ruud Poels, General Manager of JLR Vietnam, said: “We will bring a unique and exciting experience to JLR Hanoi, where customers can immerse themselves in the world of the Range Rover, Defender, and Discovery brands. This is the first JLR showroom in the world designed with this new vision, and we are honored to have been chosen.”
