Polestar brings a new approach to the automotive retail

The high-performance brand Polestar, a subsidiary of the Volvo Car Group, opens its first European Space in Oslo – heralding the start of a new era in automotive retail. In the city center of Oslo, in a historic building from the early 20th century, the company has created a creative, modern place with a unique brand experience that is in line with Polestar’s concept – minimalist design combined with seamless digital interactivity. 

Customers immerse into the brand, they can find out more about the company, the two models Polestar 1 and 2, configure, reserve or order the vehicle of their choice or make a test drive. There is no stock of the vehicles, no classic salesperson who tries to influence the customer's personalised configuration. It's all about a customer-oriented experience.

With the Polestar Space, the company is rethinking the classic automotive retail and acts very future-oriented. The Space is designed to focus on the product. The minimalist design language of the brand is well integrated. The two vehicle models are staged with specially developed light boxes mounted on the ceiling - and this in photo studio quality without annoying shadows. Perfect for the customer to create an aesthetic picture. Individual components appear on the product wall behind doors or through interactive modules to arouse customer interest. In addition the two vehicles can be experienced with virtual reality.

And that’s not all. Every Polestar Space becomes part of a local network and organises lectures and exhibitions about various topics - from design and architecture to technology and automobiles.

Polestar plans to open 50 more spaces worldwide in the coming years. We cannot wait until the first Space opens in Berlin and we are able to experience it in real life. Until then - keep it up Polestar. We are enthusiastic about the brand, its vision and design concept.

“The Space in Oslo is extremely special. The location is perfect, right at the heart of where people shop and relax, and the way this modern retail experience sits inside a historic building really reinforces our belief that great design is timeless. Performance for us isn’t just about great driving dynamics, it is also about the experience customers have choosing their perfect Polestar and the excitement of living with it every day.” – Thomas Ingenlath, CEO Polestar

Pictures: Polestar
Text: Britta Reineke