NATIONWIDE PIAGGIO SHOWROOMS

As early as the day Piaggio opened its first factory in Vietnam, AIT has been its faithful companion on the journey to build a nationwide showroom system, contributing considerably to spread the Italian motor brand’s presence across the whole country.

OVERVIEW

Since Piaggio established its first official representative office in Vietnam in 2007, AIT has had the honor of being chosen as a partner of the Italian brand to research and develop the very first concepts for their showrooms across the country.

CHALLENGE

Before the existence of their own factory in Vietnam, Piaggio was perceived as a fashionable and sophisticated Italian motor brand, suitable for high-income individuals that regard a vehicle not entirely as a mean of transportation but as a way to express their personalities. Therefore, AIT’s assignments were set: • How to portray showroom image and retain the brand’s product positioning as fashionable, trendy Italian-style motorcycles while still be able to adapt them for the taste of the Vietnamese people • How to communicate with consumers the message ‘our products may not be the most economical pricewise, but the range of functions they bring about makes them the most cost-effective’ by utilizing showrooms

SOLUTION

• AIT regarded this as a comprehensive branding project from conceptualization to the completion of a showroom. Therefore, the team we left in charge of this project involved members from the architecture department, including architects, to obtain their professional consultations on the architectural and interior design aspects. This acted as a guarantee that along with the corporate message they convey, the completed showrooms could also be considered aesthetically pleasing architectural structures. • Creating a corporate identity program for both interior and exterior landscapes comprising of: indoor/outdoor signage systems, wall illustrations system, shelves, accessory cabinets, decorations, instruction signage system, service area signage system

NATIONWIDE PIAGGIO SHOWROOMS

OVERVIEW

CHALLENGE

SOLUTION

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