211,000 people drive past the 40-metre-wide Great West Road Kia showroom every single day. Capturing their attention in a limited 3-5 sec visibility window is both a challenge and opportunity for the South Korean automotive brand.

As part of an ongoing partnership, Kia tasked brand and retail design consultancy Green Room with doing just that, creating the ultimate showcase for Kia’s latest Sorento campaign at the Great West Road showroom in London, dubbed ‘the biggest billboard in the world’.


At the start of the year, Kia, unveiled their new brand identity and global brand slogan: ‘Movement that inspires’, and their latest campaign – which showcases their first ever 7-seat electrified SUV – is the first to launch as part of the brand’s updated identity. 

David Hilbert, Marketing Director at KMUK commented, “2021 is a hugely important year for Kia with a whole raft of changes happening in our product line-up and brand direction. The all-new Sorento is a key part of this activity as it introduces electrified powertrains to our flagship SUV. The GWR showroom is the perfect space to showcase this new model and our new corporate identity, especially to those who are not so familiar to our brand.”

To optimise brand visibility and increase footfall, Green Room’s latest Great West Road design brings the Sorento SUV to life through a theatrical and dynamic light show, designed to grab the attention of passing traffic.

The design concept ‘Electric Avenue’ was created in-line with the brand’s new visual identity, resulting in a sleek and premium design, with illuminated graphic motifs inspired by the angles of the new Kia logo. Sitting centre stage between the lights is moving digital content from the brand’s latest TV campaign, which went live in-line with the Great West Road launch.

Green Room continues to drive brand visibility for Kia at their Great West Road showroom, designing an on-going series of product launches. The Sorento campaign launched on 1st March.