Fiat Atmosphere – Dealerships with the essence of the brand in Brazil
Fiat
Brazil
Introduction
After the architectural revitalization of its dealerships, Fiat recognized the need to make the showrooms more aligned with the brand’s personality – more vibrant, welcoming, and human.
The goal was to transform the white, impersonal spaces into environments that reflect Fiat’s pop, cool, and cheerful essence, creating a more authentic connection with the Brazilian consumer.
Development
The concept was developed based on the brand’s dual identity: Half Brazilian, Half Italian. Following an in-depth immersion into the Fiat universe—its history and audience—an environment was created that evokes a home, using decorative elements, artwork, and themed panels.
Among the structural highlights is the sporty grille above the mezzanine, inspired by racetrack guard rails, symbolizing movement and speed. Modular elements such as wall cubes with interchangeable graphics, special rugs, themed decals, and even a braided logo—referencing the worlds of fashion and interior design—reinforce the brand identity in a playful and original way.
Results
The new atmosphere brought a new standard of experience to Fiat dealerships, with strong visual and sensory appeal. Customers immediately recognize that they are in a branded space that fully conveys the brand’s personality.
In addition to reinforcing the branding, the project helps maintain Fiat’s position as a market leader, generating positive industry feedback and strengthening its presence at the point of sale.
