To those who deem the flat and windy plains of the Texas Panhandle uninviting, we tempt you to reconsider. We did. When accepting a design/build project for a luxury car dealership in Lubbock we knew the two hour drive from our home office would be taxing, given the anticipated year-long timeline.
What we discovered over those twelve months surprised even the native Texans on our team.
Determined to revive the brand after a five year absence in the market, our manufacturer was eager for something extraordinarily unique and smart … a facility beyond the usual cookie-cutter variety of automobile dealerships. Phrases such as “boutique-like” and “jewel box” started appearing in communiques from the national headquarters in New York. In spite of a rich, rural history and exponential growth as a university town, such descriptive vocabulary seemed at odds with the surroundings. The challenge would require some creative contemplation. Luckily, given the commute, we had plenty of time on our hands.
Mile after mile of straight and narrow highway, lined with cotton fields reaching to the horizon. As the seasons changed so did our point of view. What struck us as repetitive and monotonous at first became the fundamental core of our evolving vision. Our minds became captivated by the gentle curve of the plowed rows, the workings of the machinery, the commanding presence of the bales. But above all, we were inspired by the uncomplicated simplicity of the display.
With our trusted architect in the passenger seat, pen and sketch pad in hand, we began to develop a plan. Our mission was two-fold and so was our target audience.
— Design a visually stunning, yet subtle, backdrop. A gallery. A gallery filled with mechanical works of art. A space worthy of the brand and capable of meeting the expectations of the savvy and discriminating luxury car buyer.
— Design a logistically functional layout, from showroom to shop, which provides ease of communication and cooperation among the staff. A space to interface and operate seamlessly with one goal in mind — an exceptional customer experience.
Months later, as the construction deadline approached, we were excitedly preparing for the grand opening event. Tired but eager for the positive feedback we were confident would be coming our way. The source of our first rave review however was unexpected but thrilling. New York was on the line … the President/CEO and VP of Sales with Mercedes-Benz USA requesting a private tour. The word was out. The “jewel box” was ready to open and the top executives wanted to be the first to lift the lid and gaze inside.
Soon after, the dealership was featured on the cover of a national MBUSA publication. Subsequently, MBUSA awarded Mercedes-Benz of Lubbock their most prestigious title: “Best of the Best.” Now that’s what we call positive reinforcement.
Given the complex nature of the auto industry and the expectations of the multiple players involved, the challenge issued to PDG was huge. Really big.
But we are used to big. It’s Texas!