Saab/Selfridges - Rethinking Car Showrooms

Saab and Selfridges came together as we were interested in rethinking what and where a car showroom could be in the future. Think about all the women (and men) who hate the car showroom experience and feel intimidated and uncomfortable. Well here's a new retail experience we created with Selfridges combining Scandinavian design, fashion and events. We called it 'Iconic Scandinavia' and everything was for sale including the cars where we were the first to sell a car from a retail store in the UK - we even created a new fashion line.

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Paul Thomas
Creative Director Bristol, United Kingdom