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CODA Automotive
CODA Automotive, a privately held all-electric car company headquartered in Southern California, sought to unveil its non-traditional vehicle in an equally non-traditional space.
Instead of a conventional automobile dealership, CODA wanted to create a destination for visitors that could both introduce a new and unknown company, brand and product, while also educating people about a complex and unfamiliar new technology. The broader goals were to help CODA launch a retail strategy distinct from the typical car dealership model and inspire people to join the company’s ideological cause.
CODA wanted to create its first destination in a small shopping mall space, in order to interact with people not specifically focused on buying a car. Shook Kelley sought to position the store conversation less on what people are getting with CODA, and more on what they are not getting: tailpipes, exhaust, exhaustion, emissions, petroleum industry support, ego-driven ad campaigns and the rest of the automotive industry agenda. The CODA store tapped into a psychology of care and concern, rational thought, sensible choice, alternative ways of living and self-confidence.
Due to limited space and budget, environmental graphic design played a key role in the space’s communication strategy. The design sought to create an immediately immersive, accessible and engaging experience.
The space also doubled as a community gathering destination for like-minded people…
The store features an EV lab with iPads for customer exploration, a battery display to showcase CODA’s new technology, a range map to illustrate the distance the car can travel with one charge, a customization wall showing options for purchase and a graphics-enhanced test drive space in the parking garage below the store, where visitors can actually take the EV for a spin. Reflecting the environmental-consciousness and eco-friendly intent of the brand, Shook Kelley used sustainable and environmentally-friendly materials, such as reclaimed “picklewood,” formaldehyde-free plywood, energy efficient lighting, low VOC paints and natural concrete floors.
While many retail spaces are evaluated on sales, the CODA Experience Center is somewhat unique in that nothing gets sold there. Potential customers can learn more about the vehicle and employees can help them begin the process of purchasing the vehicle, which actually happens online. That said, CODA was pleased with the attention the space received and the amount of interest generated there. The sales team explained that they received many reservations every day and a solid number of people requested test drives.
In addition to being sales-oriented, the space also doubled as a community gathering destination for like-minded people, including both customers and employees, to engage in conversation about the future of transportation and the environment. In a world of increasingly over-saturated media messages, CODA’s space was a rare opportunity for a brand to invite people into a forum that is more engaging and real than another media ad. The space is immersive and creates the opportunity for relationships not possible through other media. The ultimate purpose of the store was not to sell cars, but drive traffic, drive interest, create engagement and get people talking about the brand. In the end, the store is a tangible reminder of what this new brand is all about.
Instead of a conventional automobile dealership, CODA wanted to create a destination for visitors that could both introduce a new and unknown company, brand and product, while also educating people about a complex and unfamiliar new technology. The broader goals were to help CODA launch a retail strategy distinct from the typical car dealership model and inspire people to join the company’s ideological cause.
CODA wanted to create its first destination in a small shopping mall space, in order to interact with people not specifically focused on buying a car. Shook Kelley sought to position the store conversation less on what people are getting with CODA, and more on what they are not getting: tailpipes, exhaust, exhaustion, emissions, petroleum industry support, ego-driven ad campaigns and the rest of the automotive industry agenda. The CODA store tapped into a psychology of care and concern, rational thought, sensible choice, alternative ways of living and self-confidence.
Due to limited space and budget, environmental graphic design played a key role in the space’s communication strategy. The design sought to create an immediately immersive, accessible and engaging experience.
The space also doubled as a community gathering destination for like-minded people…
The store features an EV lab with iPads for customer exploration, a battery display to showcase CODA’s new technology, a range map to illustrate the distance the car can travel with one charge, a customization wall showing options for purchase and a graphics-enhanced test drive space in the parking garage below the store, where visitors can actually take the EV for a spin. Reflecting the environmental-consciousness and eco-friendly intent of the brand, Shook Kelley used sustainable and environmentally-friendly materials, such as reclaimed “picklewood,” formaldehyde-free plywood, energy efficient lighting, low VOC paints and natural concrete floors.
While many retail spaces are evaluated on sales, the CODA Experience Center is somewhat unique in that nothing gets sold there. Potential customers can learn more about the vehicle and employees can help them begin the process of purchasing the vehicle, which actually happens online. That said, CODA was pleased with the attention the space received and the amount of interest generated there. The sales team explained that they received many reservations every day and a solid number of people requested test drives.
In addition to being sales-oriented, the space also doubled as a community gathering destination for like-minded people, including both customers and employees, to engage in conversation about the future of transportation and the environment. In a world of increasingly over-saturated media messages, CODA’s space was a rare opportunity for a brand to invite people into a forum that is more engaging and real than another media ad. The space is immersive and creates the opportunity for relationships not possible through other media. The ultimate purpose of the store was not to sell cars, but drive traffic, drive interest, create engagement and get people talking about the brand. In the end, the store is a tangible reminder of what this new brand is all about.
