VW e-Golf Dealership Display – Design and Fabrication
The Volkswagen E-Golf is the company’s first all-electric car. It maintains the spirited driving experience of internal combustion versions of the Golf – one of the most popular small cars in the world and voted the 2015 Motor Trend Car of the Year.
To highlight this car, Primary Color was asked to design and manufacture an informational display delivering to participating VW showrooms. This display features the Bosch car charging hardware e-Golf owners will need to use to charge their new e-Golf as well as cell phone charging connections to accommodate popular cell phone models. Also featured is a magnetic graphic panel for vehicle info.
The advertising agency created a concept featuring a clean modernistic design, incorporating an illuminated edge and a printed gradient to give the unit a light, cloudy appearance.
Construction materials used in the building of the display were to be inspired from the e-Golf, so resources chosen needed to reflect the car’s actual materials as close as possible.
Our industrial design team designed the frame that is made of interlocking laser cut wood ribs and is covered with a skin of birch and laminate. After experimenting with electroluminescent lighting, LED lights were chosen for the edges because of their increased brightness. The highlight of the unit, the charging station, was finely tuned to mirror the interior of the cars including routed plexi glass trim, retractable cables, and a leather charging mat.
A modern design with traditional materials was created. LED lights, sophisticated laminates, retractable charging cords, a magnetic informational graphic panel and an easily accessible electronic panel were created to upgrade charging connections.
These substantial displays got white glove delivery and installed into 150 Volkswagen dealerships across the USA.