Faraday Future Announces its First, Flagship Brand Experience Center in Beverly Hills

Brand experience center brings FF another step closer to realizing the launch of its flagship vehicle, the FF 91
FF Announces Brand Retail Center in Beverly Hills
Photo: Rendering
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Faraday Future Intelligent Electric Inc., a California-based global shared intelligent electric mobility ecosystem company, announced its flagship brand experience center in Beverly Hills, Calif., and its selection of ASTOUND Group to implement design direction, and execute the physical experience of the interior and exterior spaces. FF is on track to launch its flagship vehicle, the FF 91, in Q3 2022.

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The retail space will create an environment where users can experience Faraday Future; it will
highlight the brand’s advanced technology, distinctive luxury, and futuristic design. Located at 464 N. Beverly Drive in Beverly Hills, the brand experience center is a block from the famed Rodeo Drive.

“Designing FF’s flagship brand experience center, working with the world-class brand experience design firm ASTOUND, and getting our dealer license to sell the FF 91 brings us closer to launching this remarkable electric vehicle to our users,” said Dr. Carsten Breitfeld, Global CEO of Faraday Future in a statement. “Having a tangible space where users can visit, interact, co-create, and ultimately purchase a vehicle from FF will make this whole journey a reality. In the near future, our cars will not only be in store windows but will also be on the streets of California and beyond, available to all who wish to experience this new species of the ultimate intelligent TechLuxury vehicle.”

FF received its dealer license from the State of California for its U.S. operations. The California dealer license makes it possible for FF to sell directly to users in the state and to sell vehicles online to users outside of California. FF will go to market using a unique direct sales model leveraging its online platforms, FF stores, and partner showrooms for an asset-light sales network. Having its own distribution network allows FF to provide a seamless user experience and enables the company to deliver the highest level of price transparency to its users.

FF selected ASTOUND Group to implement the design direction of the brand experience center, which will be equipped with a retail area, sales lounge, cafe, VR experience, co-creation lab, and VIP lounge, making the in-store sales experience complementary to the driving experience of the FF 91. Users also will be able to schedule demonstration drive experiences.

“ASTOUND is excited to be collaborating with FF on the design and delivery of the physical environment and the consumer journey at their flagship brand experience center in Beverly Hills,” said Dale Morgan, CEO, ASTOUND Group. “Taking a holistic approach to the design and integrating the physical-digital elements will result in an immersive, future-forward retail

Photo: Rendering

Lisa Hay

Lisa is a staff reporter for What Now Media Group. She covers new restaurant, retail, and real estate openings across all of our markets. A true foodie, this Air Force veteran has lived all over the world — from Aviano, Italy to Nairobi, Kenya — but her favorite spot is NOLA for its rich history, architecture, culture, and of course, its good eats.
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