SCOPE:

Brand identity, Brand messaging, Digital experience, Brand strategy, Naming, Social media, Social content, Architecture & Interior design, Products Development, Collection development, Branding.

 

THE CLIENT:

Mali Wheels

 

THE PROCESS:

Mali Tires approached us with their newly-rented storefront. Other than an intention to open another branch of their tire repair shop they had not as yet developed a concept for this empty space.

For us, cars represent an artform. They embody a world of emotion, and convey an entire lifestyle.

So from the very first we envisioned an opportunity to do something innovative for Mali, creating an avenue for a whole new consumer perspective. Our first decision involved a name-change from Mali Tires to Mali Wheels, to signify that it was no longer merely a well-reputed but mundane tire repair store but a unique boutique brand.

Our goal was to create a store that would inspire visitors with a sense of amazement, providing the experience of witnessing a museum exhibit. We chose cement, bricks, aluminum, and steel as raw materials in order to create an atmosphere that was simultaneously classic and vintage, and for this we chose a primarily monochrome palette. Magnesium rims were displayed throughout the store on custom-made aluminum shelves. The two carefully "unfinished" desks for the salespeople, made of bricks overlaid with glass and a vintage telephone, serve as homage to the workbench of the 1980s New York fashion designer Willi Smith. Behind the desks we placed a large bookcase filled with a wide variety of books on iconic car models and legendary figures like Enzo Ferrari and Steve McQueen, and we completed the look with Lego models of iconic cars and Martini lifestyle products, all of which were drawn from the mix of sales products in the concept store. Plants were arranged around the store to add life and variety; a coffee table designed from an original Formula 1 wheel laid on a vintage rug, was place in the waiting area, and on the brick wall we constructed carefully chosen classic photographs were hung: Steve McQueen, Sean Connery and iconic cars like a classic Porsche 911 and Ferrari Testarossa. To complete the warm look, we selected a brown leather couch, and brown leather armchairs, and hung a vintage leather punching bag specially imported from Australia.

The store was selected by Mako Magazine as one of Israel’s 32 most beautiful stores, the only one from the automotive sector.

In addition to designing the concept store, our work process included developing complementary products, designing a clothing collection, and building visibility on social networks with campaigns that generated over 550 leads monthly.