Swedish electric car brand opens first Space outside London at Trafford Centre
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Polestar, the design-focused electric car brand, has launched its latest Polestar Space at The Trafford Centre, coinciding with the reopening of non-essential retail.
The Trafford Centre has revealed lease details for Polestar’s arrival, the brand’s first UK retail launch outside London.
The new unit accompanies a 10-year lease agreement with the brand, which will see Polestar situated on the centre’s ground floor, between Waterstones and John Lewis.
Described as a modern alternative to a car showroom, the launch has seen the curation of a unique retail environment.
Consumers can learn about the brand and its products without pressure from traditional salespeople thanks to non-commissioned product specialists there to assist with enquiries and arrange test drives for those interested.
The retail proposition combines innovative design, technology, an easy-access location and a seamless digital-first retail model. The design-led brand’s image is reflected in the Space’s styling, inspired by its minimalist Scandinavian design ethos.
Once customers have experienced the brand and product first-hand in store, on-site and at-home test-drives can be arranged for the brand’s Polestar 1 and 2, its exclusive electrified GT and pure electric performance fastback.
Zoe Inman, centre director, said: “Because of lockdown restrictions, we’ve been eagerly anticipating the arrival of Polestar at the centre. But when customers see the design of the Polestar Space, I’m sure they’ll be as excited as we are in exploring the concept for themselves.
“As we emerge from what has been a challenging period for retail brands, we believe that the sector will bounce back strongly and are already experiencing the positive impact that pent-up demand from customers is having on footfall.
“The launch with Polestar is testament to that broader long term confidence in physical retail in high quality destinations.”
She added: “As one of the UK’s biggest retail and leisure destinations, The Trafford Centre offers a vibrant mix of retailers to suit all tastes and budgets, appealing to the broad demographic we attract. The Polestar Space is situated at the heart of that – where people go to shop and relax – when looking for a hassle-free and enjoyable customer experience, and I’m confident Polestar will be an excellent addition to that mix.
“It’s an exciting new trend for both retail and the automotive industry and we’re excited to see how our visitors respond at launch.”
Head of Polestar UK, Jonathan Goodman, said: “It’s great to be able to open our second UK Space to customers, and we couldn’t have a better location than The Trafford Centre.
“The positioning of Polestar Manchester means we’re even better served to reach our growing customer base, providing easy access to consumers wishing to learn more about our brand and its products, when they want to and in a location they already visit to shop.”