Chrysler "Millenium"
Just out of bankruptcy, Chrysler was motivated to earn back trust from the customers, investors, and the general public. They sought a retail environment to visually suggested quality and an upscale product offering. Creating a brand "salon", EWI helped separate showrooms into four distinct brands.
Freestanding brand towers incorporated an iShowroom touch screen, plus unique materials and colors to reflect each brand. Visual accents such as leather/burled wood grain for Chrysler, raw steel for Ram Truck, Cherry wood for Jeep, and high gloss red laminates for Dodge, are revealed against a high gloss black laminate. Secondary towers accommodate accessories from coffee mugs, key chains, and sunglasses to watches. Individual towers promote the brand by displaying logos on recessed, wedge background with same application repeating in ceiling signage. The wedge background repeats in Chrysler auto show environments. Due to success, EWI has also created a Multi-brand tower for smaller showrooms and a next generation Millennium Merchandising program including a new tower system, brand signs, reception desks, Tech Bar and Café.
