Volkswagen's inaugural store concept motors into Bullring

Customers will be able to conduct everything from initial enquiries to the purchase of a new or pre-owned Volkswagen car in the interactive space.

With the store designed by Dalziel & Pow, the entrance features a 10-screen video wall to attract the attention of shoppers while large-scale magazine light boxes adjacent to each vehicle explain the benefits of each model. There is also a digital wall spanning the left-hand side of the store.

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Meanwhile, vignettes of people enjoying the benefits of vehicle ownership come alive around car models, and on a model of Volkswagen’s Car Towers in Autostadt is a button that prompts illuminations and facts about the factory and manufacturing processes to appear on the wall.

Quotes from car owners, adverts, branded video and aggregated social media feeds all feature in…