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The Ask

Kia recently unleashed a completely new design philosophy called Opposites United, an all-encompassing strategy that wasn't limited to just its products. Opposites United introduced a new logo and a completely reimagined showroom, reflecting the brand's tenets of combining contrasting qualities. Kia and their retail experience design team, ChangeUp, needed a trusted partner that could bring this evolution to life in its network of nearly 800 dealerships.

Capabilities

Strategy • 3D & Graphic Design • Engineering • Production • Installation • Project Management • Customer Support

The Solution

In 2022, Kia partnered with DCI to reimagine its dealerships, which they refer to as "galleries," to better reflect its recent brand evolution. "It's an exciting time to work with Kia, as their brand is on the rise to be more aspirational and we're a part of that brand evolution," says Lina D'Arista, DCI Marketing Account Director. "The real challenge was to evolve quickly enough to match a product lineup that's changing shape so fast."

DCI Marketing delivered a wide range of sleek, flexible fixtures scaled to fit both large and space-constrained showrooms. The modular design allows stores to be retrofit in a short period of time and provides a cohesive, unified style with eye-catching graphics, sleek fixtures with modern design, informative signage and displays that amplify both vehicles and accessories.

The Impact

"You walk into this type of facility and you think, 'Wow, this is beautiful.' Everything is amped up to another level, and it was almost done at breakneck speed."

— Scott Cooper, Kia Senior Dealer Development Manager

In 2024, 46 Kia showrooms were transformed, and another 364 are planned for completion by 2027.