Experiential
Installation
Retail
Client
Volkswagen
Agency
Dalziel & Pow
Release date
Location
Birmingham, UK
What I did
Creative and Technical Direction
The context
Volkswagen wanted to explore how its brand values could translate into a more human, expressive in-store experience. The challenge was to move away from purely product-led retail and create an environment reflecting everyday life, curiosity and emotional connection, while remaining practical and accessible.
The approach
We developed Full of Life as a retail concept that blends digital content, physical objects and storytelling into a calm, welcoming space. Rather than focusing on performance or specifications, the experience highlights how Volkswagen fits naturally into people’s lives, routines and memories, from family moments to personal passions.
The concept was designed as a modular retail environment combining shelving systems, digital screens, video projection, physical artefacts and subtle interactive moments. Content discovery was structured around themes rather than products, encouraging visitors to explore at their own pace. Digital touchpoints were integrated seamlessly to support both guided discovery and free exploration: screens displayed short films, illustrations and lifestyle content, while physical elements such as books, models and everyday objects grounded the experience in tangible reality.
The result was a retail space that felt closer to a living environment than a showroom, inviting families and younger audiences to engage with the brand in a relaxed and intuitive way.
