| O B J E C T I V E |
| GM was evaluating the redesign of its showcase showroom in the GM building on Fifth Avenue in New York. It needed a sense of how people perceived the showroom and their expectations of what such a place should be. |
| E X E C U T I O N |
| We did intercept interviews with people at a number of experiential retailing sites like Niketown, Sony Store, Coke's store, and Warner Brothers Store as well as at the Fifth Ave. showroom itself. These interviews were woven into a 30-minute video about GM itself, consumer expectations for a flagship showroom, experiential retailing and its impact on corporate branding. |
| R E S U L T |
| GM used this insight with its designers to add features to the Fifth Avenue showroom as well as to its Epcot center pavilion. |
 |
 |
 |
 |
|
|
 |
 |
||
 |
 |
 |
||
|
 |
 |
||
 |
 |
|||
|
 |
|||
 |
 |
|||
|
 |
|||
 |
 |
|||
|
 |
|||
 |
 |
|||
|
 |
|||
 |
