![](https://www.polestar.com/dato-assets/11286/1721649655-aac348e1-04ec-47ff-8f05-d3af66ef5a36_1_201_a.jpeg?q=60&dpr=1&w=706)
The architecture of Space
The automotive showroom has undergone a revolution. The once generic architecture, with its focus on trade and unabashed masculinity, has transformed into something altogether more welcoming. The retail space is no longer designed for number crunching hard sells. Today’s car showrooms are spaces imagined entirely for the purpose of the more elusive yet priceless act of brand building. For Polestar – a marque without heritage, born into the electric age, and operating a digital-first model – the physical retail space plays a pivotal role in introducing, educating, and exciting the public. And so, the concept had to be pitch perfect from the start.