The automotive showroom has undergone a remarkable transformation. What was once characterized by utilitarian architecture, geared towards aggressive sales tactics and a predominantly masculine aesthetic, has evolved into a space that is inviting and meticulously designed for brand building. For Polestar, a brand born in the electric age with a digital-first approach and no historical legacy, the physical retail space is crucial for introducing, educating, and exciting the public. Thus, the concept needed to be perfect from the outset.
Around eight years ago, discussions began under the leadership of Polestar’s CEO, Thomas Ingenlath, and his brand team. They started moodboarding and exploring the design and ambiance of the retail space. “We concluded that since we are a product-focused brand, everything we do has to be about the product: the design of our cars, performance, and sustainability,” explains Rong Guan, Creative Director for Polestar’s architecture, who heads the design of retail environments.
This focus naturally led to minimalist designs that serve as blank canvases, directing all attention to the vehicles. Polestar aptly named these showrooms “Space.” In 2022, the concept was awarded “Most Immersive Brand Home” in the Wallpaper* Smart Space Awards.
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Since the inaugural Polestar Space opened in Gothenburg in 2019, the concept has expanded significantly, with over 100 specialist showrooms now established in key cities worldwide. One of the newest is the UK flagship at Battersea Power Station, a historic London landmark. This showroom, located among vibrant boutiques, bars, restaurants, and leisure venues, opened two years ago.
The Battersea Space aligns with Polestar’s minimalist architectural philosophy. The uncluttered interior encourages visitors to focus on the cars and engage with non-commissioned specialists about the technology and features. The design mirrors the clean, technical, and timeless aesthetics of Polestar vehicles. “Like the cars, the Polestar Space is clean, technical, and timeless. We keep only the functions needed to help communicate the product and avoid ‘lifestyle’ pieces,” says Guan. The emphasis is strictly on the products.
Polestar Spaces are strategically placed within entertainment and retail environments, as well as museums and galleries. Inside, customers can explore materials and color samples on “Atelier Tables,” inspired by fashion and design studios. Car parts are artfully displayed on walls, akin to gallery exhibits. Given Polestar’s technological emphasis, these showrooms often feature exhibitions of invisible car parts like suspension, brakes, batteries, and sound systems, showcasing elements unique to Polestar. “Sometimes we also curate exhibitions of design objects and materials that inspire our brand,” notes Guan, emphasizing the focus on brand building.
Sustainability is integral to Polestar Spaces. The company designs the buildings with in-house architects and sources construction materials locally to minimize waste. While they use durable materials like concrete and aluminum, which may not traditionally be seen as sustainable, their longevity means the spaces require less frequent redesigns. “We always source our materials locally and reduce the wall panels to be more efficient with the build,” Guan explains.
An activation program is a key element that Guan aims to expand, utilizing the minimalist environments for creative talks, design exhibitions, and events aligned with the Polestar philosophy. “We encourage local markets to collaborate with artists and designers, sometimes using our showrooms as galleries,” says Guan. This flexibility is a cornerstone of the Space architecture, designed to accommodate these collaborations.
Enhancing the visitor experience, Polestar collaborated with Swedish composer Lisa Nordström to create a nine-hour ambient soundtrack, divided into tracks representing different times of the day. This soundtrack enhances the gallery-like atmosphere of the Spaces. “The Polestar soundscape encapsulates our brand beautifully and complements the universe we have created for our customers,” says Guan.
Supporting the permanent Polestar Spaces are imaginative seasonal pop-up spaces. These projects, often collaborations with young designers, subtly communicate the Polestar brand. Last winter, Polestar introduced the Snow Space in Finland, a structure made entirely of raw snow, transported by electric trucks from a nearby ski resort. This temporary showroom existed for seven weeks before the snow was returned to its original location and repurposed as a ski slope.
Another notable project is Koja, a treehouse named after the Swedish word for “hut,” situated in the woodlands near Fiskars Village. Designed by a transportation design student, Koja reflects Polestar’s minimalist design language and was recognized in the 2021 Polestar Design Contest.
“These experimental projects are important to Polestar as they showcase our meticulous approach to design and detail,” says Guan. While the permanent Spaces introduce the brand and products globally, the pop-up spaces focus on brand building through creative experimentation. Guan sees immense potential for the Polestar Space concept, balancing innovation with the need for a timeless, sustainable foundation. “Our brand and design teams, retail and events teams work closely together to ensure that even though no Space is identical, they convey the same feeling,” she concludes.
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