The Challenge

Unsure of how to inform the full brief, JLR instead approached Dominion with a set of growing pressures, including a tight timeframe, a national rollout, and the need for a solution that could endure beyond a single campaign. Aside from the requirement to feature a real winter tyre, there was no defined visual direction or practical plan to bring the concept to life. 

As the project took shape, other key considerations quickly emerged. The stand had to not only work across varied showroom layouts without disrupting the premium environment, but also withstand regular customer interaction and support sales conversations rather than distract from them. At the same time, it needed to be straightforward to manufacture, transport, and install at scale, with enough flexibility to accommodate future promotional updates without the need for full replacement. This made the challenge inherently multi-layered, balancing customer experience, operational practicality, and long-term commercial value within a single solution.

Our solution

Dominion began by bringing structure to the brief. Working closely with JLR, we defined how the display needed to function in real showroom conditions – where it would sit, how customers would approach it, and how sales teams would use it as part of the wider conversation.

From this foundation, we designed and prototyped a modular display system centred around a robust steel frame. Engineered for stability and longevity, the structure was developed to support a full-size winter tyre in a customer-facing environment, while maintaining an understated presence in keeping with JLR’s premium retail standards.

The display incorporates magnetic graphic panels applied to either side of the structure, each precisely cut to allow the tyre itself to remain fully visible and accessible. This dual-sided approach maximises engagement without increasing the display’s footprint, enabling customers to view and interact with the product from multiple angles.

Crucially, the magnetic system allows graphics to be updated quickly and cost effectively too. This modularity ensured the solution could evolve alongside JLR’s promotional requirements without the need for structural changes or full replacement, extending the lifespan of the display beyond a single campaign. And, since it’s so easy to refresh, employees can handle future installs in house rather than relying on third parties.

The results

The finished display gave JLR exactly what the brief had been missing at the outset: a solution that could move quickly, work everywhere, and continue to deliver long after the initial campaign ended. The modular system enabled a swift rollout across more than 50 showrooms, achieving consistency of presentation without compromising on build quality or brand standards.

In practice, the display became more than a seasonal fixture. Its durability and adaptability meant it could remain in place while messaging evolved, reducing the need for replacement, minimising waste, simplifying logistics, and protecting the original investment. Meanwhile, for showroom teams, it provided a practical tool to support conversations around winter performance, safety, and control, allowing customers to engage physically with the product at the point where decisions are made.

What began as an undefined requirement ultimately became a long-term retail asset – one that prioritises premium presentation while balancing the customer experience, operational efficiency, and commercial value that pays year after year.