Credit: Design/Architecture FITCH, Role: Design Director
As part of a reinvention strategy to change consumer perception about its brand and its cars, Lincoln has activated the Lincoln Experience Center, a next-generation showroom at upscale Fashion Island, Newport Beach, CA.
Inside the 5200 sq. ft. Lincoln Experience Center, consumers can explore the brand through digital design displays, create a customized vehicle on a touch screen in the Custom Fit Studio, take the car out for an hour or for the weekend, and connect via video chat with a dealer in their neighborhood.
The Lincoln Experience Center offers a cafe serving coffee, tea and designer water, as well as the Connectivity Lounge where you can just relax. Guests can explore the Story Wall where unique facets of the Lincoln brand – craftsmanship, artisans and more are told through ever-changing combination of digital displays, tactile elements and storytelling. Guests learn about the brand through interactive digital displays, the Lincoln Black Label Room audio room designed with Harman Kardon's high-end Revel sound system components, or the old-fashioned way -- climbing into Lincoln models on the floor. Events such as wine and cheese tastings, musical showcases, and art and jewelry evenings are regularly scheduled.