More than ever, car dealers are faced with the challenge of combining digital customer experiences with on-site contact to create a holistic customer journey that accompanies the customer individually. At the same time, it is becoming increasingly important to focus on the issues of sustainability and climate protection in order to be able to assert oneself against new mobility providers. The Koch Group is solving these challenges at its new location in Berlin Marzahn with a modern Volvo car dealership and dealer store designed by architect Jürgen Papadopoulos. The concept focuses on flexible room planning, which offers the possibility of designing themed showrooms and presenting changing scenarios just like on a stage. The focus is on the quality of customer contact and competent, individual advice, while the exhibition space takes a back seat. This innovative approach for the automotive trade is reflected in an architecture that is moving away from huge glass palaces towards meeting places that focus on the customer experience.
"We have jointly developed a concept in which we showcase selected vehicles and focus on advice and dialogue, supported by modern media and communication tools," is how construction consultant and general planner Jürgen Papadopoulos explains the idea. “This enables us to offer an exclusive customer experience even in the smallest of spaces and to focus on meeting people. We achieve quality instead of quantity. ”On one side of the 11,270 square metre property, a Volvo dealership was created in the current corporate identity of the Swedish automobile company. The second, more prominent building is the Koch Store with a large canopy that spans the space between the brand house. It serves as a sales base for the large selection of used vehicles of all brands and a venue for customer events. There is space for eight cars in the showroom. In front of the entrance there is a large, covered open space for further vehicles. The store offers several customer encounter areas, lounges and niches for sales talks, which have been designed according to different themes and are equipped with large screens. On the gallery on the first floor there is a café, conference and office rooms.