Lynk & Co was founded in Gothenburg, Sweden, in 2016. Targeted to a younger demographic, Lynk & Co offers month-to-month memberships giving people car access with lesser commitment. This alternative sales model has translated to the brand foregoing the traditional car dealership. This structural difference compared to other traditional automobile companies means that Lynk & Co’s brand spaces don’t need to hold inventory or require massive parking lots and could instead be touchpoints to connect the consumers with the brand’s mission.

 Its showrooms are a variety of things but at their core they serve to facilitate community and meaningful interactions with potential and loyal customers. The showrooms occupy centrally located urban spaces that are positioned to actually fulfil its goal of providing a place for community cultivation. With activations like cafés, co-working spaces, exhibition spaces and more, the spaces are meant to be used for purposes beyond selling cars. 

The idea that underlies this is to overturn the traditional sales process and make it more accessible for buyers and foster brand loyalty by encouraging no-pressure foot traffic.