SEAT has brought digital innovations to bear in its latest store in Westfield White City.
The car brand has introduced a connectivity bar, where prospective car buyers can explore an infotainment system, which has Android Auto and Apple Car Play smartphone connectivity, with car steering wheel navigation. Shoppers can also browse SEAT models via a digital hub, find out about financing options and book to take one of the cars based at Westfield on a test drive. There’s also a new handover area, designed as part of the brand experience by using lighting and music, where purchasers can collect their new car.
The site is designed to be interactive throughout, with digital image projection featuring a drive through Barcelona’s streets.
The investment, which builds on SEAT’s first store at Lakeside, reflects shoppers’ growing move towards researching new car purchases online first. The opening at Westfield puts the brand before the 27m people who visit the centre every year.
Richard Harrison, UK director at SEAT, said he was sure the new store “will open up the SEAT brand to a whole new generation of enthusiasts and buyers alike, thanks to its high-tech, relaxed Mediterranean vibe.”
The store, which aims to reflect SEAT’s Spanish roots by invoking the spirit of Barcelona, was designed by Green Room. Its chief creative officer Mike Roberts said: “We set out to improve on an in-mall automotive experience that allowed customers to explore not only the stylish range of cars on offer, but also the DNA of the brand, its inspirational origins and its ambition to lead the way in providing immersive, relaxed car shopping.”
The new store was opened by model Jodie Kidd.
