MRF Tyredrome
How can we turn a mundane act into an automotive experience?
2021
Experience Design
The
Brief
MRF is India’s largest tyre manufacturer, and the 6th largest in the world. They currently have a wide range of offerings, from motorcycle tyres to cars and SUVs, and cater to a broad spectrum of budgets and use-cases. The brand itself also has a long history in motorsports(Formula 3, WRC etc.) as well as ties to the sport of cricket (MRF Pace foundation).
Tyredrome is a car and motorcycle service center, as well as a tyre sales center, from the brand MRF. While MRF has a few tyredromes around the India, they were beginning to show their age. For the new location in the center of Mumbai, they wanted a new design that would provide a better experience for customers, while also reflecting the brand. They approached Aspect Design to create a new concept for the space.
Design
Strategy
We started by looking back at the history of MRF and their current brand guidelines. We then looked at the best practices from around the world; not just for other tyre brands, but also car brands and service centers. Finally we considered behavioral design insights and cognitive biases that we might consider when designing the space.
Insights & Initial Design
We distilled our learnings down into 4 actionable insights that would inform the designs.
Finally, we presented the client with a new layout that met all their technical requirements, along with 2 different concepts for the look and feel of the space. The first, “A Legacy of Excellence” built on MRF’s history and technical expertise in the space, while the second “In Motion” built on the feeling of speed and movement that all automotive enthusiasts crave.
Design
Concept
With MRF’s rich racing heritage, the concept for the space was built around the feeling of being “In Motion”. When moving at a high rate of speed, the world around you blurs, and lights become streaks that quickly disappear.
This blurring of the world is captured through the frosted glass and metal, while linear LEDs mimic streaks of light.
Facade
Service Bay Entrance
Service Bay
Motorcycle Service Bay
Drivers Waiting Area
Reception
Waiting Lounge
Waiting Lounge
MRF Racecar on Display
Tyre Selector
Tyre Zone
Tyre Zone
Facade at Night
Digital Touchpoints
The space contains a number of digital touchpoints, designed to engage customers, and allow for a deeper interaction with the MRF brand.
