The design and construction of the Showroom was overseen by Professor Gerry McGovern, OBE, Chief Creative Officer of JLR, together with James Hagger, Director of Retail Design of JLR.
Professor Gerry McGovern, OBE, Chief Creative Officer, JLR, said: “We aim to create emotionally engaging experiences and build lasting relationships with our customers, adding value and prestige to our brands. This is also an opportunity to communicate our vision of true modern luxury living; creating an innovative space that truly reflects JLR’s contemporary design philosophy.”
Exhibition center is 1,673m wide2The unique layout and design concept is inspired by the ripple effect that immerses customers in each brand as they experience the surrounding area from the central area.
Hanoi was chosen as the place to realize the “Modern Luxury” strategy with the brand new flagship showroom model of JLR appearing for the first time in the world, demonstrating the vision of “Brand House”
The exterior of the centre features a modern design, seamlessly connecting to the interior space through clean, minimalist surfaces and materials. The “ripple” interior concept puts customers at the centre of the experience through a more open and refined approach.
“The original idea of the halo effect was to put the customer at the centre of the experience, immersing them in the modern luxury world of JLR as soon as they step through the door,” said James Hagger, Director of Retail Design, JLR. “It also challenged the conventions of conventional car showrooms. The openness, lack of barriers and relaxed atmosphere made it feel like a luxury jewellery box.”
The central ground floor lounge area leads to the Brands Gallery, where Range Rover, Defender and Discovery express their individual identities. Inspired by the sculpture centre, the vehicles are displayed as works of art.
Brand display spaces surround the central reception area, giving customers an in-depth experience of each brand's uniqueness.
Delivering unique experiences through customer-centricity
“Vietnam is known as one of the fastest growing luxury markets in Southeast Asia and this represents a huge opportunity for our brands,” said Alistair Scott, Managing Director of JLR Asia Pacific. “Vietnam is the first destination for this type of showroom 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 through their experience. Whether it is their first time with the brand or an existing Land Rover owner, our dedicated staff will provide a personalised experience.
Customers experience the ultimate in JLR luxury from the moment they step through the door, with a unique customer experience at every level.
Ruud Poels, General Director of JLR Vietnam, said: “We will bring a unique and engaging experience at 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 a new vision and we are honored to be chosen.”
