Excited to announce the launch of Kia Salons, a unique and interactive marketing initiative by Kia Motors America, designed to promote their new sporty hatchback, the Kia Stinger, and the brand itself. These innovative spaces are now open in select shopping malls across the U.S., including the Montgomery Mall in Bethesda, MD; Old Orchard Mall in Skokie, IL; and Westchester Mall in White Plains, NY.
The Kia Salons are not your typical mall stores. They are minimalist, interactive environments where the Kia Stinger is the star. The salons aim to provide visitors with a comprehensive understanding of the car through a hands-on experience. Visitors can don virtual-reality headgear to visualize the Stinger in various environments and explore its inner workings, including lifting out the engine and spinning it around.
Wael Berrached, Founder of K5 Company, explains, “The idea was to create a unique, minimalistic, interactive place where the car was the star. People come in, walk around, and get an understanding of what the car is all about.”
These salons are also a testament to how far Kia has come since it began selling cars in the U.S. 26 years ago. Starting modestly with a single econobox, the Sephia, at four Portland, OR, dealerships, Kia now offers 17 models, including CUVs, SUVs, sedans, compacts, hybrids, and plug-ins. The Kia Stinger, starting at $31,900, is the latest addition to their lineup.
The mall spaces spotlighting the sleek Stinger range from 1,000 to 2,000 square feet. Product specialists employed by Kia are on hand to field questions and engage with visitors, although they do not sell the car directly. Any captured leads are forwarded to local dealerships, providing them with marketing support and the opportunity to reach more potential customers.
“From Kia’s perspective, it’s educating consumers about the Stinger and where the brand is going,” Berrached says.
In addition to the initial locations, more Kia Salons are planned for the Domain in Austin, TX; Mall of Georgia in Buford, GA; Valley Fair Mall in Santa Clara, CA; and Irvine Spectrum in Irvine, CA.
The Kia Salons represent new-age marketing, blending experiential retail with cutting-edge technology to create vibrant and fresh stories. Kia tracks visitor interactions with the VR equipment and video games available onsite, ensuring the salons remain dynamic and engaging.
“The future is experiential retail, where you are creating stories that are vibrant and fresh,” Berrached adds. “The salons will be updated with different elements and stories to continue the conversation.”