Brief Explanation

Our mission was to make people visit consistently for creating customer friendly car dealership store, not to gather more people for a temporary state. In Korea business men drink up to 4 cups of coffee every day. This idea about collaboration with coffee could make the barrier lower for entering Hyundai Motor Company dealership store to everybody. Also drinking coffee at coffee place needs at least 15 minutes which is enough time to enhance the intimacy with a new product. People more become friendly with Hyundai Motor Company while drinking a good cup of coffee.

The Brief

There are 874 Hyundai Motors Dealership stores in South Korea. It is easier to find than coffee place. The property of car dealership store relatively needs huge scale space but customer usually visits just one time when they need to buy one. The lease on car dealership space at least 300m² is about 1,000 USD per one day in Seoul, Korea but only very a few customers visit a day. Also car dealership store is male dominated domains therfore there is no communication channel in relevant way to a women and a group of 18-35 year old.

How the final design was conceived

We try to create a new environmental space by combining two different brands naturally rather than phsically putting a coffee space and car dealership store together. Basically it was developed from a concept of 'Outdoor cafe' on the street in Europe where coffee and street filled with cars exist together. To bring the atmosphere of european outdoor cafe into car dealership store we set cobble stone floor for enhancing the reality and positioned a car as an object with a coffee bar as a background. Then new car dealership space where customers get an emotional experience has born.

Indication of how successful the outcome was in the market

Ragional branch car sales increased 200% also coffee sales increased 200%. It is voted 'the Best Regional Branch of the Year' in 2011 and there are about 80,000 visitors since the beginning of this collaboration October 11th, 2011. And key media both online more than 5,630 blog posts on leading marketing, automotive, and design architecture blogs and offline including MBC news(one of major broadcasting comppany in Korea) rapidly wrote about this collaboration. This is covered by more than 361 media coverage in newspapers and magazines. And Hyundai Motor Company decided taking for 10 more <CarFé> in South Korea.