A retail experience that reinvents the way cars are sold.

Tesla Motors is radically rethinking the car. With help from Nurun, it’s also rethinking the way cars are sold. We worked with Tesla to create a rich, interactive experience that engages the public and generates sales inside each of its high traffic stores.


1 Million

Store visitors in a single year.


Model S reservations made in-store and online.


Increase in revenue in the first year.

No. 1

Tesla Model S named “Motor Trend Car of the Year.”

A Fresh Take on the Dealership

01Leverage Vertical

Tesla’s focus on vertical integration enables a unified brand experience. The company owns and manages every stage of its business model, from concept to design to manufacturing and sales.

02Choose High Traffic
Retail Spaces

Tesla deliberately opened its stores in high traffic retail locations. This approach lets them interact with and educate potential customers in a less formal, more experiential environment.

03Enhance the Stores
With Technology

We utilized technology to deliver a variety of informative experiences in a small space. A remotely managed network of interactive stations introduces visitors to Tesla vehicles and how they work.

“Our technology is different, our car is different, and, as a result, our stores are intentionally different.”
- Elon Musk, Tesla Chairman, Product Architect & CEO

An Orchestrated Experience

Four Customer Needs, Four Interactive Stations

See the Work in Action
Go Electric
How far can I go?
Go Electric

How far can I go?

The Go Electric station answers common questions about electric vehicles. Customers alter factors such as speed, temperature, environment, location and local fuel prices to see how each affects performance, cost of ownership and overall emissions.

How is this car different?

How is this car different?

This station explores the technical components of a Tesla that demonstrate the company’s innovation in the automotive field. In addition to the electric motor, features include power control, the battery, a regenerative braking system, and the Model S aluminum body.

The Configurator
How can I customize it?
The Configurator

How can I customize it?

The configurator gives people the ability to customize a Tesla Model S, choosing interior and exterior color, wheel size, roof options and more. Individuals can view their designs from multiple angles, save them, and make revisions later on—in stores, at home, or on the go.

Dealer tools
Ok, I’m ready to buy.
Dealer tools

Ok, I'm ready to buy.

Every Tesla store is equipped with dealer tools that support the purchase process. Product Specialists can bring up the car that the customer has configured, and build on those design decisions to finalize details and complete the transaction.

Supporting a Complex Decision

Customers spend a lot of time considering the purchase of an electric car. That’s why we designed the Tesla configurator to work in-store, at home and on the go, providing continuous support and education.

Prospective buyers can create, modify and save their car designs on Tesla store stations and revisit them on PCs and tablets—or vice versa. The experience is seamless across devices.


A Long Consideration Cycle


Cars are a major purchase for most people. Electric vehicles only extend the consideration cycle, which can last several months. As a result, we prioritized features that make it easy to design, save and retrieve a customized Tesla at any time during this process.

Technology: A Living System

Tesla has dozens of stores and galleries worldwide, with more on the way. We developed a system that scales with company growth.

37 Connected Tesla Stores
and Galleries Worldwide

A Dynamic Publishing Platform

This platform gives Tesla the ability to publish content to all stores, supporting the company as it grows and opens new locations.

A Centrally Managed Network

From its headquarters in Palo Alto, the Tesla team can push out software and content updates to Tesla stores around the world.

Retail Analytics

Analytics data from stations in each store are sent back to headquarters, offering insight into usage patterns that enable continual refinement and optimization.

Process Details

Tesla client looking at kiosk.

Interactive Prototypes

Our design and development teams collaborated closely on a series of interactive prototypes, which they used to test and evaluate the interfaces for physical, functional and conceptual usability.

Tesla showroom.

The Tesla Store Mock-Up

Inside Tesla’s headquarters, a full-scale store mock-up was created so that we could observe walk-throughs and better understand the space—how people might move through it, congregate and interact with each station.

Tesla sales team

Interviewing the Sales Team

We conducted a series of interviews with the Tesla sales team to help us understand customers’ common interests and concerns. The interviews provided us with crucial insights that shaped our strategy of creating an approachable, informative experience.

Looking Forward

Connected stores are changing what retailers and customers expect from the retail experience.
Tim Barber, Executive Creative Director

Tim Barber

EVP, Executive Creative Director, San Francisco

Our work with Tesla proved that technology can transform the retail experience. It can do the same for all retail businesses, regardless of industry, as outlined in the lessons below.

Digitally Enhanced Stores Provide Continuous Service

Digitally enhanced in-store experiences are the missing link in almost every retailer’s digital ecosystem. Since the advent of e-commerce, the ability to drive foot traffic or increase the average cart size through online initiatives has remained difficult to access.

Connected stores remove this blind spot. They integrate retail shopping into a continuous, measurable service experience—offering seamless interactions with customers before they visit the store, while they’re in-store and post-purchase. Meanwhile, customers benefit from more informed choices and smarter, more efficient shopping.

Retail Analytics Is the Next Level of Measurability

The introduction of digital experiences in-store also unlocks an important new tool for retailers: the same kind of real-time data and analytics insights that are central to optimizing their online channels. The integration of retail, e-commerce and digital marketing analytics will enable them to optimize the entire customer experience.