CONTEXT
The second-generation McLaren Corporate Identity (CI) represents an evolution in how the brand is expressed within the retail environment – putting greater emphasis on spatial storytelling, emotional connection, and consistency across digital and physical platforms. The goal was to bring the McLaren experience to life through environments that reflect the brand’s performance-led values, design philosophy, and technological innovation. The dealership was conceived as a stage for connection – a space where passion for the brand, its engineering, and the thrill of driving could translate into meaningful engagement. The CI aimed to link customer, dealer, and Woking headquarters through a carefully considered design system that balances form, function, and commercial practicality.

CHALLENGE
The key challenge was to spatially translate McLaren’s brand essence into a retail format that would be scalable across international markets while maintaining authenticity and emotional impact. The environment needed to feel unmistakably McLaren – not through literal storytelling, but through refined cues, immersive technology, and purposeful design. Additionally, the solution had to accommodate localisation, cost-efficiency, and long-term adaptability – ensuring consistency without resorting to expensive re-fits or rigid templates.

SOLUTION
By integrating core elements of McLaren’s identity – from colour and typography to spatial layout and material cues – we created a dealership environment that faithfully expresses the brand across all touchpoints. Every detail is designed to deliver a premium, immersive experience that builds trust, strengthens recognition, and reinforces emotional connection. Key digital features such as the Woking Window – a live video link to McLaren’s headquarters – and the dynamic Gallery Scene content carousel shrink the distance between the brand’s origin and its retail setting, making the experience both personal and authentic. These interactive layers bring richness to the environment, allowing messaging to flex per market, campaign, or customer. Visual consistency is achieved through flexible layouts, integrated digital strategy, and considered use of brand elements.