Grenadier retail design

Jumping in, Fresh chose a stripped-back aesthetic allowing for the Grenadier to steal the show. Our design needed to mirror INEOS’ attitude of ‘removing the superfluous’. This called for a clean design that was tough, lean, capable, and purpose driven.

Teamed with simple, strong branding the retail space was designed in natural materials including wood, metal, and leather to highlight the Grenadier’s key design features.
We showcased the car’s ability to navigate waist-deep water by drawing attention to the wadding depth (800mm/31.5 inches) with water depth gauges to reflect this measurement. The workbenches tops are stainless steel, the legs are black to the wading height.

Fresh’s bench and display unit designs draw inspiration from the purpose-led items that may be found in exhibition spaces – practical, strong, and robust. Constructed from heavy-duty timber with lockable wheels, they offer durability and easy repositioning for agents’ convenience.

Steel worktops feature etched engineering drawings of the car’s technical systems. More etchings adorn wooden panels and screens across the space, and large-scale maps of local areas present nearby trails and routes ready for buyers’ exploration. Over time, agents can attach photos and trinkets to create a unique, personalized display.

The Grenadier’s carefully considered design provided a rich source of design inspiration. The vehicle's powerful LED headlamps in an arched shape influenced Fresh’s lighting designs. Adopting the same arched approach to form ‘halo’ lights above the vehicle display, we added another playful twist by ensuring that the gap in the circle always points North.

“We loved the shape of the headlamps – it works perfectly as display lighting and the gap gives us the opportunity for a bit of fun – every expedition needs a compass… and of course we’re proud Northerners!”- Paul Innes, Creative Director

We didn’t want to let any part of this amazing automobile go to waste, which is why Grenadier’s leather steering wheel covers were repurposed for stools, benches, and backdrops in display units. These included exhibiting essential partnerships such as the INEOS Grenadier’s cycling team and the Halo Trust landmine clearance. Additionally, the steel foldable tailgate camp table found in the vehicle was a back panel for the retail clothing display units.

Two initial venues were selected to assess effectiveness of the Fresh design concepts—in two very different spaces; these included an open-plan industrial unit and a traditional car showroom.

Both designs were a hit. These “test” launches prove invaluable for us to test and refine our ideas before moving to a broad rollout. During this process we learned that the exact design of accessories, such as furniture and flooring, were less crucial than their perceived quality, allowing agents to use existing chairs, sofas, and suitable natural floor coverings (like concrete or rubber) if they met quality and material standards.

The final stage in Fresh’s design process was expansion. Our job was to convert the Grenadier concept into an entire facility – rolling out the design to fit an entire dealership, complete with a showroom, workshop, sales reception, and exterior spaces.

This result speaks volumes about the strength of the initial ideas and plans. Some minor details changed, but the core concept remains and works brilliantly time and again. Our design places the Grenadier as the star of every showroom and gives INEOS’ knowledgeable customers a chance to get up close and personal with this remarkable vehicle.

Exterior design features include a ‘playground’ for customers to discover the full extent of the Grenadier’s extraordinary off-road capabilities. Fresh included other unique facilities – an outdoor events space for team gatherings, briefings, and seminars and an interior classroom for teaching expedition essentials for all levels.

A training area is also available for self-repair workshops to show customers how to fix issues in event of their Grenadier being damaged.