Not all showrooms are created just for show. In the case of Dongfeng Nissan’s new showroom in its Guangzhou headquarters, the story of the marque is on display just as prominently as its products – inspiring customers and staff alike.

A joint venture between Japan’s Nissan and China’s Dongfeng Group, Dongfeng Nissan has grown to become one of China’s largest carmakers. Appropriately, the cars themselves greet visitors to this Pico-designed showroom, along with the latest developments in eco-drive and other technologies. But as visitors move deeper into the 200 square metre space, they also move deeper into the heart of the brand behind the cars through a carefully-orchestrated blend of form, graphics and colour. Adjoining the display area – and perfectly complementing the latest products by giving them context – is an eye-catching ‘history wall’ containing highlights of the marque’s development. Nearby too is an area themed after Venucia, one of the Group’s sub-brands, adding a further dimension to visitors’ perception of the brand.

As they arrive in the space’s ‘smiling corridor’, visitors come face-to-face with the brand’s most essential source of strength – its people. A definite high point of the showroom, the installation conveys the spirit of the company’s culture while inviting visitors to connect with it personally, rather than solely through its outstanding product.