Fitch creates interiors for McLaren Automotive

McLaren Automotive will open its flagship store on the ground floor of residential complex One Hyde Park in London’s Knightsbridge next year, with an interior and branded environment designed by Fitch.

The consultancy has worked up a creative concept for the store taking inspiration from the Foster and Partners-designed McLaren Technology Centre. Fitch’s design stands to roll out across 35 new showrooms globally.

Fitch was appointed in 2008 following a four-way pitch to work on the McLaren Automotive visual identity. The retail space project followed, according to studio design director Simon Moriarty.

A car-sized turntable will feature in the space for launches and displays, but Moriarty says, ‘We don’t want to clutter the building with lots of cars.’

‘Where possible, we’ll use materials to echo the look and feel of the technology centre. There’ll be symmetry, attention to detail and everything will fit perfectly,’ adds Moriarty.

Tiling and furniture will take their cue from the technology centre and a bespoke reception desk will act as a ‘celebratory item’, Moriarty explains.

Fitch will also design interactive brochures with touchscreens for customers and accommodate space for visitors buying merchandised goods.

The showroom will sell the McLaren MP4-12C, the first in a range of high-performance sports cars. ‘This whole project was about focusing on the car being the star,’ Moriarty says.

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