Designed by INGROUP in June 2022, the first global Jeep® Adventure was launched in Crystal Galleria in the Jing'an District of Shanghai. Open and modern, the avant-garde international city of Shanghai is the origin of endless creativity, technology, and renovation. Breaking through the stereotype of traditional automobile 4S stores, Jeep® Adventure remodels an exciting experience of scenes to express the brand philosophy and history, creating experiential car retail.

The design concept tells a story of citizens with off-road genes, who gather here in their adventure and find back their desire for nature and off-road adventures, summoning more like-minded explorers to embark on the journey to explore the road nobody goes and enjoy the spectacular scenery on the way.

Build inward

Following this concept, the designers constructed a gathering area in the form of an architecture whithin the store which is against the backdrop of ever-changing natural environment scenes including desert, forest, and snow mountain to display the off-road feature of Jeep.

The architecture within the store creates a bidirectional viewing of the inside and outside, making a smooth layout of functions in the scenario-based space. The seats are arranged to create a relaxing space, rather than a negotiation area, improving the talking vibe for the sales and customers.

The ceiling light and raised steps define the gathering area to highlight the focus of the overall space. As the core of the service, it serves as a service counter, negotiation area, and peripheral product display.

INGROUP incorporates rich natural textures into the space with raw and eco-friendly materials. Stone powder and evergreen moss create mountain-like imagery dotted in the space; the digital display table adopts recycled old wooden doors to imitate the rustic stump; the OSB flooring with a natural texture fits the wooden tabletop, integrated into the space.

Create outward

There is a staircase behind the roundabout display stand that leads to the second floor of the space. The space under the staircase becomes a display window in which the soil, moss, and plants on the ground contrast with the artificial textures in the space.

In the era of the rapid development of the Internet, a store is no longer a place simply for transaction, but a brand-displaying place with social interaction and communication functions that is unavailable online.

Following clear design principles and the brand philosophy of Jeep, INGROUP has created a gathering space for customers who have exploratory spirits. The first global Jeep® Adventure aims to connect the brand and users through the medium of space, thereby extending and expanding the Jeep brand gene. Especially as the boundaries between products, space, and services become increasingly blurred, it will bring a diverse sense of presence and unique interaction experience, gathering those target groups who are interested in Jeep and outdoor exploring lifestyles.