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Kia is continuing to expand in the Middle East and Africa, and plans to implement its new showroom identity across 200 showrooms across the region by the end of 2022. In addition to this, 550 Kia locations in the Middle East and Africa are expected to be retrofitted by the end of 2025.
Called SI 2.0, the plan details the transformation of Kia’s showrooms into spaces for engaging and immersive experiences for its customers.
Implementation of SI 2.0 across the region began in July 2021, and to date Kia has transitioned and completed 89 showrooms – 51 in the Middle East, 29 in Africa, 20 in Saudi Arabia and 18 in Iraq, 9 in South Africa and 7 in Egypt.
Supplement Brand Relaunch
The brand’s move to upgrade its showrooms complements its significant 2021 brand reboot, which has relaunched with a new brand strategy as well as a logo and brand slogan.
The design of the new showroom identity was inspired by the brand’s “unity of opposites” philosophy, which seeks to combine opposing elements in a comprehensive design centred on minimalist beauty and elegance. To further emphasize this contrast, Kia has precisely divided each showroom into two parts, the customer-focused area and the exhibition space.
The client area is minimally designed, featuring natural, warm colors and wooden surfaces. In contrast, the exhibition area is futuristic, featuring achromatic themes, metallic surfaces and reflections.
Infinite loop
Kia sought to convey the identity of the design through an “infinite loop” that blends spaces that are different from each other, providing a sense of heterogeneity and harmony through contrasting textures and spaces. The elements that make up the showroom space emphasize contrast while maintaining symmetry, representing the brand’s confidence in suggesting new customer experiences by offering futuristic products and services.
Symmetry is one of the brand’s design pillars and, along with rhythm, conveys Kia’s brand promise of constantly moving and changing at the needs of its customers, bringing moments of inspiration to customers, rising, and embodying Kia’s ambition to become a new brand. Really absorb the customer’s point of view.
Yaser Shabsogh, Chief Operating Officer, Kia Middle East and Africa Regional Headquarters, commented: “We are delighted to see this transition under our new brand identity in more and more Kia showrooms in the region.”
brand personality
“The new showroom identity represents Kia’s new brand personality, which we aim to showcase through our customers’ various touchpoints. With this new design, we hope to create a space where customers can be inspired and, most importantly, We want to provide a Kia customer experience that reflects our new brand, products and services.”- arab trade news agency
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