Aiming to elevate itself from tyre manufacturer into a multifaceted brand far beyond its famous calendars, Italian company Pirelli has unveiled its P Zero World concept in Los Angeles – complete with a number of luxury brand experiences.
A mixture of tyre service centre, shop, archive/gallery and a general congregation spot for car connoisseurs, the 8,000 sq ft space is loosely partitioned into several showrooms displaying merchandise and antique sports cars.
The luxury tyre range, designed for high-end brands including Bentley and Ferrari, is mounted on the store’s predominantly black walls, illuminated by mock-tyre lighting fixtures. Rare sports cars, used purely as display items, are also stationed throughout the space, while iconic vintage Pirelli posters, photographs and a series of antique luxury car parts create an exhibition-like ambience. See also Monetising Heritage.
Further encouraging visitors to familiarise themselves with the brand’s history, a large touchscreen at the centre of each showroom allows them to browse through Pirelli’s tyre inventory and look at vintage advertisements. The store also houses an espresso bar in its service centre waiting room, and has a concierge service that lets customers arrange for their cars to be transported to and from the store for maintenance.
The concept store serves as a prototype for potential expansion to other cities.
For more on elevating relatively mundane product categories via super service and ‘lifestyle’ selling, see Fabric Care Flagship: The Laundress, Active Flagships: Tapping the Experiential Economy and Automotive Flagships Update.