Q4 2019

16 EU BUSINESS NEWS / Q4 2019 , Innovative and Captivating Technology Innovative technology including human-eye resolution virtual reality, RFID and NFC- compatible configurator systems, hologrammatic representations, proximity-module displays and single-space control systems at the heart of every Polestar Space. Swedish electric performance brand Polestar has opened its first European Space, in Oslo, Norway changing the face of automotive retail through the use of innovative and industry-first technology. Minimalist design combines with sophisticated technology, much of which is making its automotive retail debut, to ensure the consumer journey from initial enquiry to vehicle delivery is entirely hassle-free. The digital, direct to consumer, brand has selected a historic 1900’s city-centre building within Norway’s capital city as part of its program to open 50 locations over the coming years. Each will follow a fortified program to embody the hassle-free experience of Polestar though central location, consumer-centric cascade of information, ease of process and no-pressure commission-free Polestar Expert staffing. Thomas Ingenlath, CEO of Polestar said “At Polestar great design and innovative technology go hand in hand, evidenced in our hybrid and pure electric vehicles and now in our Polestar Spaces. Performance isn’t just measured in straight line acceleration but also in the consumer journey from enquiry to order. Here in Oslo we’re demonstrating myriad innovative, industry-first technologies to make our performance better than traditional competitors, benefitting our customers. From website or App through our Spaces to end-product, integrated technology allows us to deliver an exciting Polestar experience to all.” Frontages will captivate consumers even before they have entered the Space as hologrammatic projections behind store windows deliver fascinating product images and detail. Entering the open-space concept interior doesn’t immediately reveal the technologies concealed within the calm, focussed gallery-like arena. Instead the technology makes itself apparent on consumer demand as way-finders point the way to immersive and interactive exhibits including the captivating proximity-module display system. Here, as you approach, component animations react to customer presence – dimming surrounding lighting, starting animations, creating an immersive experience free from distraction and drawing consumers closer to the detail that lies behind Polestar products. The customer journey, either self- governed or guided by a Polestar Specialist, continues along the anodised aluminium product wall. Lining an entire side of the Space the wall houses physical component examples for closer examination. These carefully curated technical artefacts (braking systems, suspension dampers and alloy wheels for example) are revealed from behind soft-close drawers, pull out plinths and glass display sections. RFID-equipped interior trim and exterior paint samples can also be found within, which interact with the unique Atelier Table linked to the configurator screen. By physically placing these trim modules on the surface, customers can curate their own specification and see it instantly reflected on the displays. Placing an NFC compatible phone on the table means once the design is perfected, the user can take it away with them without even pressing a button. More private configurations can also be completed with the personal iPads placed within the seating area. “The Polestar Space is our very special take on changing the face of automotive retail,” Said Jonathan Goodman. “It’s the clever technology we’ve employed within that has allowed us to deliver this so precisely. Every element tailors the consumer journey to their individual needs with immersive, interactive options sitting comfortably alongside our human-element from dedicated Polestar Specialists. There’s no sales people, no hard sell and with no vehicles on the forecourt no requirement to shift stock – it is a seamless journey for the customer from start to finish. We will put the fun back into buying a car!” A complementing soundscape is delivered from concealed ceiling speakers and signature scent infused throughout the interior. Varjo human-eye resolution virtual reality headsets with the world’s most advanced integrated eye tracking technology are being used in a retail environment for the first time. Consumers wearing the headset can immerse themselves and their chosen specification of Polestar 1 or 2 in real-world city or countryside environments rendered in remarkable detail. Physical display vehicles are placed beneath studio-quality photographic lighting systems, eliminating distracting reflections or shadows and ensuring each line of the Polestar 1 or 2 is shown at its very best. Light is also used to precise effect through the lustrous wall- mounted lightboxes displaying expertly curated images of the vehicles and their inner makeup. It's not just the customer environment that benefits from the integrated systems within the Space, as operators control every element from an intuitive touch-screen tablet. From lighting, soundscape, scent to individual display and interactive installation, setting-up in complete harmony is just a touch, pinch or swipe away. Polestar Specialists, acting as brand ambassadors on a non- commission basis, are there to engage with and inform customers about the company and its products. Test drives can also be organised directly from the Space. Officially the fastest growing city in Europe and capital of Norway, Oslo was an obvious choice for Polestar’s first European Space. Norway boasts the highest penetration of electric vehicles in the world, and represents a significant opportunity to the new OEM.