Bajaj, one of India’s largest motorcycle manufacturers, commissioned FITCH to create a new flagship showroom at the company’s Pune headquarters. In addition to the flagship, FITCH was asked to take signature elements from the showroom and apply them to the dealership network.
FITCH concluded that the full Bajaj brand story was not being told at retail. This insight led us to create three showcase zones – Sport, Technology and Commute – that would communicate the complete Bajaj story.
The flagship showroom projects a futuristic image for the brand, ensuring that individual dealers still look contemporary once the dealership roll-out is complete.
The overall showroom space is bright and minimal. The white box interior of polished ceramic and white glass creates a blank canvas in which to display Bajaj motorcycles. Super graphics bring the entire space and the three zones together. Bajaj blue, in three tones, is used to create a sense of cohesiveness throughout the showroom.