Unique LA Concept Ahead of smart's US Launch

smart fortwo hits the US

By Sam Stockley
October 11, 2007 4:55 PM
Filed Under: American, Smart

An interesting new concept hits Los Angeles from today, somewhat ahead of next month's LA Show. This smart new idea won't however be on a show stand near you anytime soon - but it could be right up your street. 'Bolstering' the smart's January launch into the American market will be a 'smart house' - an exclusive studio building on Abbot Kinney Boulevard - showcasing the funky smart brand to the equally-hip residents of Venice Beach, California.

The temporary new showroom, to be open until the end of January when the smart hits the market, will be showcasing the new fortwo to customers, journalists and VIPs as a car that is more than just economical, compact and safe.

"The smart house will present the world and lifestyle of a typical smart driver", says Anders Sundt Jensen, responsible for brand management at smart. "[The house] convey the intrinsic values of this unique city car, showing visitors that bigger is not always better.”

The smart house aims for the brand to build on its growing reputation for 'the arts and the pulse of the age', being associated with innovation, unconventional ways of thinking and collaboration with artists, musicians and fashion designers since its inception in 1998.

Visitors to the four-month-long space will meet four smart fortwos with test drives and sales consultation available, as well as the ability to order their new car on the spot. Prospective buyers will join over 30,000 American consumers already having made the 'smart decision'.

Source: smart

Press Release (Click to expand)

Venice Beach/Los Angeles, CA. An exclusive studio building on Abbot Kinney Boulevard will be transformed into the “smart house” for four months starting October 11, 2007, serving as the springboard for the US market launch of the smart car. smart has begun preparations in the heart of the hip Venice Beach district, setting up a temporary showroom to demonstrate to customers, journalists and VIPs that the smart fortwo is much more than just an economical, compact, and safe automobile.

“The smart house will present the world and lifestyle of a typical smart driver and convey the intrinsic values of this unique city car, showing visitors that bigger is not always better,” says Anders Sundt Jensen, responsible for brand management at smart. “We are putting forward a very personalized brand image, from the interior design to the presentation of the favorite leisure activities of smart drivers and their attitudes to topics like the environment,” continues Jensen.

As well as portraying the vibe of the smart generation, the smart house will also provide product information. Prospective buyers can receive consultation, configure their own smart and take a test drive. Four smart fortwos will be on display inside the house. In the lively Venice Beach district, it will soon become clear that the smart fortwo loves cities and cities love smart – few other cars in the US are getting as much attention as the smart fortwo is right now.

Trendsetters can reserve their very own smart fortwo on the spot. And they are in good company; over 30,000 Americans have already reserved a fortwo on the company’s website.

There will be a great deal of hustle and bustle in the smart house too. Events relating to the areas of environment and climate protection, music, fashion, fine arts and zeitgeist will fill the smart house from top to bottom, making it a platform for the brand’s lifestyle. The special events will include an unplugged concert by Piers Faccini, and Californian artist Joel Tauber will exhibit his works on the topic of environment and sustainability.

This project will see smart build on its growing affinity for the arts and the pulse of the age. Since 1998, smart has worked in close collaboration with musicians, fashion designers and artists. Since its inception, smart has been inseparably linked with innovation, the development of new ideas and unconventional ways of thinking. It is these principles that smart is looking to export to the US before the official sales launch in January 2008.

The smart house on Abbot Kinney Boulevard 1319, Venice Beach, Los Angeles California is open from 11 October 2007 to 25 January 2008; Tuesdays to Sundays from 11 a.m. to 9 p.m.

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