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Living smart: smart bolsters
market launch in the US with a unique concept in L.A.
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.
(October 11, 2007)