After rounds of brainstorming, the team visualized the space as a big bold statement that embraces the personality of the vehicle with a young look and feel were you almost feel like you can break into dancing, that’s why the “ALL IN” letters anchor the space as a statement and it’s the most consistent element through all locations. The placement of the sport car is strategically in the back of the space to force visitors to discover the entire store. The lighting above brings up movement and delineates the sport area from the regular vehicle. The neon precision line around the perimeter was inspired by the vehicle rear forming a path to follow by color gradation that correspond to the video content on the screens. A wall with license plates creates a break from the cars and creates and empathic moment with all types of customers and an IG moment.