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Volkswagen White Frame

Retail environment
The Volkswagen identity remains visible through the dealership’s illuminated street frontage.
The idea

A brand translated into a place.

K5 has been Volkswagen’s US-market rollout partner since 2013. The White Frame program translates a shared retail identity into the realities of individual dealerships.

Disciplines
Automotive Retail
Architecture & Interiors
Our role
US-market rollout partner
Project
Retail environment
Setting
United States
01 / Volkswagen White Frame

Recognizable from the street.

K5 has been Volkswagen’s US-market rollout partner since 2013. The work carries the shared retail image into the realities of individual buildings and dealer sites.

The retail framework responds to a different urban building and frontage.
The street-facing frame gives the dealership a clear point of arrival.
North Nashville / The program is adapted to the building, access and vehicle display.
02 / Volkswagen White Frame

A visit, considered from the inside.

Vehicle display, hospitality and customer settings are coordinated with circulation and the dealer’s operational needs.

Contemporary display frames, lighting and vehicles share one showroom.
A familiar Volkswagen icon sits within the contemporary display environment.
Merchandise and hospitality make room for more than the vehicle visit.
Furniture and media organize a quieter place to spend time.
Vehicle presentation brings the brand’s color into the customer setting.
03 / Volkswagen White Frame

The program keeps moving.

Recent North Nashville photography shows the framework carried through the showroom, display modules and everyday customer spaces.

North Nashville / An open showroom connects vehicles with consultation settings.
North Nashville / A display module brings information and the vehicle into one encounter.
North Nashville / Customer seating remains connected to the showroom around it.
North Nashville / Brand presence is resolved as part of the interior architecture.

Another way in.

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Hospitality shapes the visit.

You found Einstein.

A little brilliance.
A little mischief.

K5’s Einstein character working on a laptop

Einstein has a small but spirited place in the K5 world. For us, he stands for a simple idea: have fun while being brilliant.

Ask the unexpected question. Make a new connection. Enjoy figuring it out. That spirit belongs in the work, too.

The wild hair is optional.

The Volkswagen identity remains visible through the dealership’s illuminated street frontage.
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The Volkswagen identity remains visible through the dealership’s illuminated street frontage.