TRO delivers UK’s first ever Electric Vehicle Experience Centre
The retail division of experience agency TRO has launched the UK’s first ever Electric Vehicle Experience Centre, in partnership with Chargemaster at centre:MK
Based in Milton Keynes, the EV Centre will unlock the potential of electric vehicle ownership for consumers, to educate and inspire shoppers. The first of its kind, multi-brand showroom presents a unique concept, offering impartial advice to shoppers by highly trained independent professionals.
TRO is responsible for the design, production and installation of the EV Experience Centre, which features a number of engaging touchpoints to enrich shoppers’ showroom experience. Ben Taylor, Retail Director at TRO, commented: “We are delighted to be involved in such a ground-breaking project which has taken our expertise in experience into the permanent retail space. Through our knowledge of experience marketing we understand the power of immersive techniques to engage consumers and drive change and ultimately buying habits. Our involvement from the design and production through to the installation has been delivered end-to-end by our in-house team and we are excited to see the final result go live on 20th July.”
Chargemaster is responsible for the running and management of the store for its five-year duration. David Martell, Chargemaster CEO, said: “Being part of such a high-profile and diverse project is very exciting for Chargemaster. The centre will be the first of its kind and we are sure it will pave the way for other cities to follow. We are looking forward to welcoming Milton Keynes shoppers and showing them everything that going electric has to offer.”
The EV Experience Centre will be opened by Jesse Norman MP, Parliamentary Under Secretary of State for the Department of Transport and is to be delivered as part of Milton Keynes’ £9 million ‘Go Ultra Low’ Cities programme, which encourages the uptake of low emission vehicles – with a target of 23% of all car sales being electric or plug-in by 2021
Ed Sellick, on behalf of Centre:mk joint owners, Hermes Investment Management and AustralianSuper, commented: “We are excited to be supporting this initiative from Milton Keynes Council that demonstrates an innovative and committed approach to improving the future for the region. Showcasing the latest electric vehicles to the millions of visitors further enhances the centre:mk’s importance as one of the top 10 prime retail and leisure destinations within the UK.”