An immersive experience of the Electric Automobile brand
Designed for Ather Energy, the Experience Centre embodies the brand ethos of innovation and dynamism to create a prime feature space for the Ather 450, their marqee product.
The Design strategy for the Experience Centre divides the expansive floor plate into distinct zones - enabling an enriching brand interaction that prioritizes visitor engagement and familiarization with the product over pure sales. Each zone has been designed to facilitate an intimate interface between the visitor and the brand, whether through gallery spaces for the technology behind the product, discussion zones for prospective customers, or initiation areas for first-time users.
Reflecting Ather's design-intensive approach to electric automobiles, the design centres the primary spatial narrative around Ather machinery components and chassis models hosted on workshop-style tables and monolithic podiums. Prefacing this experience is the entrance vestibule, which features two Ather 450 models standing in the stark space as sculptural inserts.
The zonal divisions are asserted through free-standing partitions and fins, which introduce a degree of visual permeability in the space without taking away the intimacy of scale
Placed against a backdrop of veneer fins, timber furniture and plush seating populate the discussion areas, in subtle contrast to the monochromatic studio-like environment of the Ecosystem. Niches created between the louvers double as shelves for books, framed photographs, and assorted accouterments pertaining to the brand history, bolstering the brand narrative.