Ziebart Super Store

Typically viewed as a supplier of automotive rustproofing or glass, Ziebart Intl. (Troy, Mich.) wanted to redefine itself as a Super Store by launching new services, strengthening existing ones and offering a new blend of over-the-counter accessories.

This was a natural progression for the leader in car-care solutions, which opened its first store in Detroit in 1959. It was also important for Ziebart to expand its franchise base and attract both younger consumers and more women.

“We wanted to bring in new customers who had only known us as a rustproofing company,” says coo John Lynch. “The message wasn't getting out that we offered other services, including the newly launched scratch-and-dent-repair. It was important to differentiate this store from the traditional Ziebart store, where typically you drop your car off and pick it up later that day. There was no retail shopping before.”

Shaw Design Group (Detroit) teamed up with Ziebart to design the 2800-square-foot store in Lapeer, Mich. The store layout vision was to create a retro journey through Ziebart's 43-year history, and highlight the romance of the automobile. Upon entering the store, customers are greeted with a “street sign” directing them to different zones by the use of exit arrows. The left exit zones are divided into the car accessories zone, total electronic zone and the scratch and dent zone. The right exit zones include the truck accessories zone, total appearance and protection zone and the customer service area.

“Our goal was to make navigation as easy for the traditional customer as it was comfortable for new shoppers,” says Shaw design director Scott Spencer. “We created a tiled runway down the center of the store and differentiated the zones by using charcoal-colored carpeting. This gives both customers ease of shopping and balances the traffic pattern.”

A black and white checkered flag pattern was utilized on the runway, showcasing a logo and directing customers to the service counter. The installation of a 10-by-20-foot glass wall at the end of the checkered path invites customers to watch vehicles being worked on. Decorated with retro Ziebart logos and a brief written history explaining some of the different features of Ziebart throughout the years, the wall is dubbed “Pit Road.”

“In front of the glass, we have a small grandstand for customers to sit on, which ties into the racing theme,” says Spencer. “Monitors are strategically placed through the store showing tapes of the latest races on TV to reinforce the themed environment and add some motion.”

The interior of the Pit Road is decorated with large-scale digital murals of stock cars and dragsters, visible through the glass wall and entrance of the store. A series of sheer banners with retro renderings of people enjoying their automobiles hangs throughout the car accessories zone.

One of the biggest changes for Ziebart was the switch from a medium- and light-gray color palette to bright copper red accented with burnt gold. “The red resembles rust, a throwback to the company's original service,” says Spencer.

According to Lynch, the new concept has been successful, and the company hopes to continue rolling it out in secondary markets. “It's a new experience that doesn't have an overwhelming mechanical feel,” says Lynch. “The concept brings a fragmented automotive after-market industry together under one roof.”

Client: Ziebart Intl., Troy, Mich. – John Lynch, coo; John Mulheisen, director, dealer development; John Ryder, director, marketing and advertising; Ed Russell, general manager

Design: Shaw & Slavsky/Shaw Design Group, Detroit – Tom Smith, president; Scott Spencer, design director; Amanda Ledy, CAD operator; Terry Pappas, project coordinator

Suppliers: Naythons Display Fixture Co., Philadelphia (fixturing); Shaw & Slavsky, Detroit (fixturing, signage and graphics); Brough Carpet, Lapeer, Mich. (carpeting);

Florida Tile Co., Lakeland, Fla. (tile); ANP Lighting, Montclair, Calif. (lighting); American Glass and Metals, Plymouth, Mich. (glass wall)