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XXI EDITION

From Showroom to Destination

DESIGN TALK

Pria Rajput
Repositioning + Creative Strategist 

Why are dealerships rethinking their showrooms? It’s no longer just about showcasing horsepower. It’s about creating an immersive, brand-forward experience that resonates with today’s customer. In this interview, we explore how reimagining dealership environments, through strategic design and thoughtful hospitality-inspired spaces, can significantly boost customer engagement, dwell time, and even sales performance. From cozy coffee counters to tech-enabled lounges, discover how a shift in spatial thinking is helping dealerships turn waiting into winning.

Because it’s no longer just about the cars, it’s about the experience. Your customers are already spending 2+ hours on-site. If we can turn that time into something enjoyable and brand-aligned, we create trust, engagement, and more opportunity for sales, especially in finance and insurance (F&I).

PRIA:

Why should dealerships rethink their showroom layout?

KIA:

We reposition dealerships by designing spaces that increase dwell time and brand perception. That means reimagining underutilized square footage as branded cafés, tech lounges, or even kid zones. For one client, we converted a forgotten corner into a coffee bar and saw a 30% jump in dwell time, which led to an 18% increase in F&I sales.

PRIA:

What does that transformation actually look like?

KIA:

Exactly. We call it resimercial branding, blending retail, hospitality, and residential cues into traditionally transactional environments. Think Apple Store meets auto showroom. When people feel relaxed and taken care of, they’re more open, more curious and far more likely to explore premium upgrades.

PRIA:

Isn’t that just hospitality design in a car space?

KIA:

Very little. We’ve implemented café counters in as little as 150 sq ft. It’s not about size, it’s about strategy. We repurpose overlooked zones near finance offices or waiting areas and transform them into touchpoints that support sales and tell your brand story.

PRIA:

How much space does a concept like this really take?

KIA:

Start lean. We often prototype with a 30-day pop-up, something like a mobile coffee cart or a small tech zone. In Texas, one of our dealership clients tested this and saw a 15% increase in sales in the first month. That small test gave them the data they needed to invest in a permanent upgrade.

PRIA:

“It’s not about the square footage—it’s about the strategy. When dealerships design for experience, every corner becomes an opportunity to build trust, extend dwell time, and drive revenue.“

KIA:

What’s the first step for dealerships wanting to test this?

Designing for experience isn’t just a luxury, it’s a competitive advantage. As this conversation makes clear, even modest investments in space transformation can yield substantial returns in customer satisfaction and revenue. By blending hospitality, retail, and residential cues into the automotive environment, dealerships can evolve from transactional zones to destinations that customers genuinely enjoy. The key? Start small, stay strategic, and let the data guide your next move.

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