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First UK Polestar electric car showroom opens

Swedish electric performance brand Polestar has opened its first UK ‘Space’ at Westfield London – Europe’s largest shopping centre.

Open to the public from October 31, it joins other Polestar Spaces in the US, China and Europe, including Oslo, Dusseldorf and Gothenburg.

New retail concept

Unlike traditional car showrooms, each Space is staffed by Polestar specialists acting as brand ambassadors on a non-commission basis.

Customers wishing to order or reserve a car can complete the process through the Polestar App or website either in the comfort of their own home in their own time, or with the guidance of a Polestar specialist in their chosen Space. In other words – no salespeople, no pressure.

Test drives will be available from Westfield London, located near White City in West London, and deliveries of purchased cars to homes and offices can be scheduled.


The first UK Space will showcase Polestar 2 – the brand’s acclaimed 100% electric performance fastback which is now on sale (priced from £46,900).

“The Polestar Space is our way of changing the face of automotive retail,” said Jonathan Goodman, Head of Polestar UK.

“With no salespeople and no vehicles on the forecourt, there is no hard sell, no requirement to shift stock and an entirely customer-focused journey.

“Visitors will define how much they interact with the exhibits, and Polestar Specialists will tailor their experience to the customer’s exact needs, not the brand’s.

“Once they have found the perfect specification, seamless digital interactivity places the vehicle in the customer’s app, ready to be ordered when it suits them. We will put the fun back into buying a car!”

Polestar Space London Westfield

The walls in the Polestar Space display large format art featuring Polestar products and brand details alongside interactive LED display screens.

Those at the configuration stage can experience the unique free-standing atelier table, inspired by design house cutting tables. By physically placing trim modules on the surface, RFID technology allows customers to curate their own specification and see it presented on the display screens.

Once the design is perfected, placing an NFC-compatible device on the table means the user can take their configuration away with them without even pressing a button.

About Gareth Herincx

Gareth is a versatile journalist, copywriter and digital editor who's worked across the media in newspapers, magazines, TV, teletext, radio and online. After long stints at the BBC, GMTV and ITV, he now specialises in motoring.

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