Brand showroom.

Consumers have evolved. Period. At least the urban ones have, becoming smarter, pickier and more distinguished in their choice of brand. Most often that not, this post-modern consumer who is bombarded with thousands of parity brands, make his or her choice based on an alignment of values - obviously between him or herself and the brand. When functionality and/or functional difference are/is out of the equation, then it all boils down to values, the shared vision and interests. If people really do buy brands like they make friends, then we really ought to think about the hospitality we're currently giving to our 'friends' when they visit. Audi did it right although it's not the first, following many other megabrands. Having a brand showroom versus a car showroom, provides customers an experience which definitely lacks in the usual dealer showroom. Long long ago, in far away lands, other brands have already been creating concept stores to showcase products, innovations, history and concepts - Sony has their Sony Centre (for your information, Sony Building in Ginza has been there wayyyy before our dear KLCC), Toyota has its Megaweb, Honda has its mother of all brand showrooms in the form of a circuit in Motegi, Adidas has its Original Store and Apple obviously did not lose out.

I don't think it's necessary for a cool brand to own a conceptual space. Neither do I think its a sure ticket to cool-dom. I think what matters is what do you have to say to your customers whom you want to make friends with? Building a relationship means opening up your past, creating present moments and working towards the future together. It means shared interests, values and respect for each other. Isn't this how we all make friends since the day we dropped our diapers? How did we manage to forget such basic rule?

p/s: Audi Forum? Nice :) check back for some juicy R8s