Fiat Caffe- Party with cars

Fiat, of Italian genesis, is a car that the millennials grew up watching. The Fiat Caffe takes the age old essence of the automobile giant and presents it to its customers today as a dish served fresh. A few years back, Fiat came up with Fiat cafes to add the engagement aspect in the brand. Apparently, the look and feel of the place did not hit the right chords for them and they decided to redo the concept.

Design firm FRDC came into the picture, and soon realized that the current design of the Fiat Cafes lacked energy and didn't give a very welcoming vibe.

A basic survey showed that lot of young people came to check out or buy Fiat cars. Professionals and independent young individuals were a few qualities of the customers that walk into the Fiat stores. Overhauling the showroom cum café, FRDC added energy and rendered an atmosphere, which would lure the customer to stay back and hangout a bit longer.

The new concept was launched as a pilot in Bangalore. Here the space has been divided in two sections, where the ground floor with the cars on display oozes a more sophisticated impression, while the top floor buzzes with a party spirit.

Owing to the nature of the place, the lighting in the ground level renders to the store as well promotes the theme. Soft warm lights highlighted with a tinge of red sets the mood, while the change in flooring in the ground level demarcates the showroom into different zones. The wooden flooring creates warmth; a perfect setting to discuss a potential purchase or general inquiries.

As an interesting design feature, a DJ console has been crafted from the front of a Fiat Punto and red lit Fiat logo at the back, which creates the perfect setting for a party. During weekend evenings, the cars from the showroom are parked outside and the place grooves as a party hotspot.

Transcending from a showroom to a bar, the first floor takes on a quirky look. The brand'Fiat' was infused in the smallest of details to set the atmosphere as a brand driven concept. The intention was to arouse discussions, which are based on Fiat.

An eye-catching wall-art has been created by using Fiat tyre rims in various shades. While hand painted graffiti of Fiat logos and models, chalkboards with menus, Fiat's key accessories, Italian flags and colour come together to create a unique atmosphere.

Fiat's old iconic model, the Fiat 1100 has been cut and repurposed as seating. With its red and white colour combination, and much noticeable innovative idea, these seating spaces are  signature elements in the store. Engaging people with some interesting facts about the brand, an entire history wall was created as a backdrop showcasing Fiat's legacy from the past decades. The wall is created like old newspaper prints, which adds character to the space.

As totally unique concept in the Indian retail landscape, the Fiat Caffe surely strikes a chord with new age customer, by being a much more than a store.