SENGER | NEO
Mobility with a future
One might assume that anyone entering a car dealership expects to see one thing above all else – cars. The Senger Group, on the other hand, as one of Germany’s largest car dealership groups, goes one step further when it comes to mobility, with an exclusive selection of two-wheelers and everything that goes with them. The goal? To answer the question of the mobility of the future. With bicycle stores that are not only distinguished by their individuality and innovative strength within their product selection. At the same time, the stores should integrate perfectly into the currently existing building complex of over 50 car dealerships. A challenge that we were happy to take on. The start of the new mobility concept and thus the first visualisation of the store concept is made by SENGER | NEO at the Mercedes-Benz locations in Rheine and Oldenburg.
Host of individuality
With so much individuality, the result cannot be a classic shop; rather a showroom that scores with hospitality; where you can also find the corresponding personal advice – and that along the entire customer journey. To achieve this, we have also created a lot of space for exchange in the store design and combined it with innovative configuration elements. For example, each employee has a multifunctional platform next to their workstation. It is used for configuration purposes and at the same time as a staging area for collection. In keeping with the look of the car dealerships, the materials are also chosen individually. Most of the time, the impression is noble, with muted tones. Real wood, powder-coated MDF, grid: the materials remain in the background and offer the products the perfect stage.
Stories for individual use
In terms of product design, too, the motto is: individual stories for individual uses. We solve this with modular presentation areas. Mountain bikes, for example, stand on inclined pedestals, partly on light grids; racing bikes, imitating the smooth asphalt, stand on clean MDF. Depending on the location and requirements, the stages make it easier for customers to quickly locate them visually.
The adventure can begin
On the trail in the mountains, up the serpentine road to the top or cruising relaxed in the city? Where is the next adventure? This is what the scenic landscape images show as banners or displays behind the products. The “moving” images convey emotions and open up a world of possibilities for customers – be it the question of “where” or “what for”. And the “how” is then taken care of by the staff with individual advice.
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