Volvo’s performance electric car division Polestar has announced its first “Space” or shopfront will open in the middle of next year. The Tesla style model will open in Oslo, Norway – the very heart of one of the world’s biggest electric car markets.

Polestar was once like the HSV to Holden or NISMO for Nissan. But is now a stand-alone electric car performance brand. The Space as they call it will showcase the brand’s innovative and modern concepts, it will be the first of 60 globally by mid 2020.

Thomas Ingenlath, Chief Executive Officer of Polestar said, “Polestar will redefine the vehicle ownership experience and the relationship customers have with their car manufacturer,”he added “Polestar Spaces are an important part of our customer experience, and where we will physically meet our customers. As Norway is one of the world’s most important electric vehicle markets, it is logical to begin the Polestar Space story in Oslo.”

Polestar Spaces are working on the actual design of these stores in a retail lab based in Gothenburg, Sweden, the company says they want to change the way people interact with a car brand.

Polestar plans to offer a mostly a digital experience online. But the Polestar Space will allow actual access to Polestar experts, see the cars and ideally go for a test drive. I love the following line from the brand,“Polestar Spaces will be staffed by non-commissioned product experts rather than hard-selling sales executives.” Yay to that.

“We are working on signing-up a number of other Polestar Spaces locations around the world,” concludes Thomas Ingenlath. “The global Polestar footprint has started to take shape.”