Showroom Experience for Lucid Motors | Tolleson
Stepping Inside the Brand,
Before Stepping Into the Car
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A retail space can be so much more than a place to showcase products.
With their first vehicle ready for launch, Lucid wanted to create a store experience inspired by the spirit of California and as fully realized as their product. In close collaboration with their retail team, their brand team, and architect Marmol Ratzinger, we brought Lucid’s brand to life with the first Lucid Studio. A place where people are free to explore, learn about Lucid’s proprietary tech, and design a car that’s uniquely theirs. As our integrated team saw it, if a showroom is for selling, a studio is for creation.
After the successful opening of the first slate of Studios across America and Europe, our team produced a scalable blueprint for Lucid to use as they expanded around the globe.
Together, we created spaces that serve as extensions of Lucid’s brand and product values—a living embodiment of post-luxury.
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Project Information
Project
Showroom Experience
Services
Visual Identity
Editorial
Environments
Web & Digital
Photo & Video
Go-to-Market
Visual Identity
Editorial
Environments
Web & Digital
Photo & Video
Go-to-Market
Deliverables
Visual Language
Illustration
Brand Toolkit
Brand Guidelines
Copywriting
UI/UX
Showroom Experience
Event Experience
Art Direction
Production & Editing
Launch Planning
Digital Content
Visual Language
Illustration
Brand Toolkit
Brand Guidelines
Copywriting
UI/UX
Showroom Experience
Event Experience
Art Direction
Production & Editing
Launch Planning
Digital Content
Industry
Technology
Mobility
Partners
Lucid Brand
Lucid Product Design
Lucid Retail
Code and Theory
Grilli Type
Lucid Brand
Lucid Product Design
Lucid Retail
Code and Theory
Grilli Type
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A Space for
New Ideas
Lucid Studio
Beverly Hills, California
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“Our approach was to put all the love and care that we put into the Lucid Air into our retail experience.”
Derek Jenkins, Senior Vice President of Design and Brand, Lucid Motors
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Four Elements
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Golden State
of Being
Colors, Materials, and Finishes
In-Studio Video
The feeling of California is everywhere in the Studio, including trim packages inspired by five iconic places.
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Launch Pad
How we
think
03—15
2024
On a Californian color palette
For Lucid Motors
Lucid’s Californian roots define their identity and values. Inspired by the state’s landscapes and light, we crafted a palette shaping both the brand and the vehicle’s interior themes.
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California
Inside & Out
Lucid Studio
CMF Display
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Four Elements
Up-close and personalized
Each interior palette, material, and finish draws inspiration from the West Coast and awaits customization within the Studio. Customers can select from five California-inspired CMF packages and even preview them in VR.
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Driving
Advancements
in Tech
Lucid Studio
Experience Technology
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Four Elements
Engineering on display
Every Lucid Studio is an immersive experience of the brand and its cars, it’s also a chance to get an in-depth look at the proprietary technology that powers such impressive vehicles.
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Around the
Corner and
the World
Lucid Studio
Setting the Blueprint
After successfully launching Lucid Studios in select cities across North America and Europe, we set the blueprint for bringing this immersive experience to new cities and markets.
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Related
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