Visual Merchandising and Retail Design – July 2019

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main focus being the customer experience
with respect to the car display, the zone was
designed in a manner that it is a continuous
life journey cycle. The car display area is
more of a LOOP with 6,000 mm height with
1,500 sft mirror ceiling giving a depth of
12,000 mm height. One side of this LOOP
is 36 LED screens – the biggest video wall
display for any car showroom ever. The
other end has a slanted road touching the
mirror with HECTOR displayed at an angle
with a British flag on the roof. Entire car
display is completely visible in a reflected
image and for once the car tops are visible
to the customer to get a fair idea of how it
looks from that angle.”

He further explains, “The exclusive MG
façade aluminum grill, which is an essential
element for all MG showrooms, has been
superbly incorporated in the inside here
as well. The grill angles and design were
conceptualized keeping the reflective
image of mountains in mind, and hence
upside down.”

Speaking about the challenges involved in
the project he elaborates, “The challenges
were many, beginning with designing a new
corporate interiors design concept for MG,
which is the first for MG worldwide. Putting
a new design into execution within the
given timelines and within the budget was
another usual challenge which was taken
care of. We faced major restrictions in terms
of design and material to be used from the
landlord as well as the local authorities.
But the final outcome was better than
expected.”

Omni-channel strategy

As part of its omnichannel strategy, MG

Motor India has also built a robust pan-India

channel ecosystem to ensure seamless

market penetration for all its India-centric

offerings. “All of our showrooms will follow

the same design philosophy and ‘phygital’

approach as our Gurugram flagship

showroom,” Gupta shares.

“We have also invested heavily in creating

an end-to-end digital infrastructure aimed

at targeting new-age audiences across the

country. To achieve this, we have partnered

with Adobe for its entire suite of Adobe

Experience Cloud solutions. MG Motor India

is the first automaker in India to enable such

a holistic infrastructure to manage the end-

to-end digital interface with its customers,”

he adds.

The partnership with Adobe enables the

company to deliver a seamless customer

journey across all touchpoints including

the revamped MG brand website, dealer

websites, and digital screens. “This allows

us to enhance our end-user outreach and

ensure that the entire consumer journey –

from digital discovery to the in-showroom

experience – is smooth, seamless, and

delightful,” he further adds.

Going forward

MG Motor India currently has 120 centres

across the country. “We are planning to

expand our pan-India footprint to 250

centres by September 2019. We will address

over 80% of the premium SUV markets in

the country with this expansion,” he shares.

Payal Gulati

Architect

Sapras Architects

Contractor / PMC

SKV / IPC

Fixture

VVT

Lighting

FOCUS

Mannequin

None

Signage

VVT

Graphics

VVT

Flooring

Granula flooring / HR Johnsons / Kajaria

VM & Props

VVT

Fast facts

Location: Milestone Experian Centre,

Sector-15, Gurugram

Investment: Rs 150 crore

July 2019