The showroom concept not only conveys in its formal design the Volkswagen brand values, but also describes an image of one of the most luxury cars: the Phaeton. Located in prominent inner-city locations the “Phaeton Center” is breaking new ground for an exclusive premium segment showroom. The design successfully supports the product and brand experience. It is a representation of lifestyle, an attitude, a commitment to a modern functional design and a premium feeling on different levels. The showroom design stays for more than just experiencing the car – the customers experience the world that creates and surrounds it.