{"id":54792,"date":"2022-03-24T09:08:44","date_gmt":"2022-03-24T09:08:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/polestar-sort-une-musique-de-garage-2\/"},"modified":"2022-03-24T09:08:44","modified_gmt":"2022-03-24T09:08:44","slug":"polestar-sort-une-musique-de-garage-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/polestar-sort-une-musique-de-garage-2\/","title":{"rendered":"Polestar sort une musique de \u00ab garage \u00bb"},"content":{"rendered":"<p>La marque de voitures \u00e9lectriques <strong>Polestar<\/strong> a fait composer une authentique bande-son pour ses showrooms. Le r\u00e9sultat\u2009? Un <em>paysage sonore<\/em> de neuf heures, cens\u00e9 cr\u00e9er une exp\u00e9rience unique dans les magasins. Oui\u00a0: dans les magasins, car ne qualifiez pas de \u00ab\u00a0garages\u00a0\u00bb les points de vente au design minimaliste de la jeune marque automobile.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Musique de film pour la voiture<\/h2>\n<p>La musicienne su\u00e9doise Lisa Nordstr\u00f6m, d\u00e9j\u00e0 prim\u00e9e pour ses musiques de film, a compos\u00e9 une bande-son de neuf heures&#8230; \u00e0 diffuser chez les concessionnaires Polestar. \u00ab\u00a0J\u2019ai abord\u00e9 cet exercice comme une partition de film. J\u2019ai d\u00fb trouver des th\u00e8mes qui amplifiaient l\u2019exp\u00e9rience\u00a0\u00bb, explique Lisa Nordstr\u00f6m.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Une exp\u00e9rience passe toujours par plusieurs sens. Ce <em>soundscape<\/em> r\u00e9sume parfaitement la marque Polestar et compl\u00e8te l\u2019univers que nous avons cr\u00e9\u00e9 pour nos clients, tant dans nos points de vente que dans nos voitures\u00a0\u00bb, explique Rong Guan, l\u2019architecte charg\u00e9 de concevoir les environnements commerciaux de la marque.<\/p>\n<p>\u00a0<\/p>\n<h2>Pas un garage<\/h2>\n<p>Cette initiative inhabituelle s\u2019inscrit pleinement dans la logique de la marque automobile, ax\u00e9e sur l\u2019exp\u00e9rience et le retail. Et surtout, ne qualifiez pas les magasins de la marque de \u00ab\u00a0garages\u00a0\u00bb\u00a0: \u00ab\u00a0Nous parlons d\u00e9lib\u00e9r\u00e9ment de magasins, m\u00eame si vous ne pouvez pas y acheter\u00a0\u00bb, sourit Lies Eeckman, directrice g\u00e9n\u00e9rale pour le Belux. <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-congress\" target=\"_blank\" rel=\"noopener\">Lors du congr\u00e8s RetailDetail du 28 avril, elle \u00e9voquera l\u2019approche unique de la jeune marque<\/a>.<\/p>\n<p>\u00a0<\/p>\n<p>Polestar applique en effet un mod\u00e8le <em>digital-first<\/em> : les clients ne peuvent acheter les voitures qu\u2019en ligne. Ils peuvent cependant entrer en contact physique avec la marque et les voitures dans des Polestar Spaces, tous situ\u00e9s en centre-ville (Anvers, Bruxelles, Gand et Li\u00e8ge \u00e0 Bruxelles). \u00ab\u00a0Le paysage sonore a \u00e9t\u00e9 compos\u00e9 pour compl\u00e9ter cette exp\u00e9rience et faire office d\u2019incarnation musicale de la marque\u00a0\u00bb, poursuit-elle.<\/p>\n<p>\u00a0<\/p>\n<h2>Plaisir<\/h2>\n<p>Les espaces sont donc d\u00e9lib\u00e9r\u00e9ment situ\u00e9s dans les centres-villes\u00a0: pas dans des zonings ou le long des routes, comme c\u2019est traditionnellement le cas pour les concessionnaires automobiles, mais en plein dans le c\u0153ur commer\u00e7ant d\u2019Anvers (Hopland) et de Gand (Brabantdam). Leurs objectifs sont clairement d\u00e9finis\u00a0: informer, inspirer et aider. Les clients peuvent s\u2019y rendre pour des pr\u00e9sentations, des \u00e9v\u00e9nements et bien s\u00fbr des essais, ainsi que pour poser des questions, obtenir des mises \u00e0 jour logicielles, etc.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Pour la moiti\u00e9 des Belges, l\u2019achat d\u2019une voiture est un processus tr\u00e8s stressant. Nous voulons faire redonner vie au plaisir d\u2019acheter et de poss\u00e9der une voiture. Nous le faisons en optant pour le minimalisme (moins de choix, moins de stress), en nous positionnant en <em>one-stop-shop<\/em> (le leasing inclut \u00e9galement l\u2019assurance, par exemple) et en \u00e9vitant de pousser \u00e0 l\u2019achat\u00a0\u00bb, explique Lies Eeckman dans un entretien exclusif avec RetailDetail, que vous pouvez lire dans <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/polestar-%E2%80%9Cdigital-first-human-always%E2%80%9D-kan-zelfs-met-auto%E2%80%99s\" target=\"_blank\" rel=\"noopener\">son int\u00e9gralit\u00e9 ici<\/a>.<\/p>\n<p>\u00a0<\/p>\n<p><a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-congress\" target=\"_blank\" rel=\"noopener\">Outre <strong>Polestar<\/strong>, <strong>Alibaba<\/strong>, la vedette locale <strong>La Bottega<\/strong>, <strong>Rainpharma<\/strong> et bien d\u2019autres partageront leurs visions uniques du retail de demain \u00e0 l\u2019occasion du RetailDetail Congress le 28 avril 2022.<\/a><a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-congress\" target=\"_blank\" rel=\"noopener\">Cliquez ici pour des tickets et de plus amples informations.<\/a><\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque de voitures \u00e9lectriques Polestar a fait composer une authentique bande-son pour ses showrooms. Le r\u00e9sultat\u2009? Un paysage sonore de neuf heures, cens\u00e9 cr\u00e9er une exp\u00e9rience unique dans les magasins. Oui\u00a0: dans les magasins, car ne qualifiez pas de \u00ab\u00a0garages\u00a0\u00bb les points de vente au design minimaliste de la jeune marque automobile. \u00a0 Musique [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54789,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-54792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Polestar sort une musique de \u00ab garage \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Polestar a fait composer une authentique bande sonore pour ses showrooms (et pas \u00ab garages \u00bb). 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