VC ONE led the redesign of New Holland dealerships in South America, consolidating an innovative, functional architectural solution aligned with the brand's global values.
Challenge
Develop a new design concept for dealerships in Brazil, Argentina, Paraguay, Peru and Uruguay.
Concept
Tractor stores are usually located in warmer regions and do not have a showroom inside the store, but rather outside. With this in mind, we avoided glass on the facade (the sun in contact with the glass increases air conditioning costs) and created an industrial concept, container style, with a gray metal tile. The brand stood out due to the contrast of colors.
Result
236 projects completed in 5 Latin American countries
VC ONE and New Holland: Architectural Transformation and Strategic Standardization in South America
VC ONE took on one of the most strategic challenges of its career in the corporate design and architecture sector when it was invited by New Holland to rethink the concept of its dealerships in South America. With an approach focused on functionality, brand identity and climate adaptation, the project proposed a break with the traditional model of agricultural stores, generally located in regions with hot climates and without adequate infrastructure for the internal display of heavy machine.
Intelligent Industrial Design
Based on the observation that most tractor dealerships use outdoor areas as showrooms — due to the size of the machines and the lack of adequate air conditioning — VC ONE chose to abandon the use of large glass panels on the facades. This decision not only contributed to the thermal efficiency of the buildings (reducing solar incidence and, consequently, air conditioning costs), but also brought personality to the project.
The new concept adopts a contemporary industrial aesthetic, inspired by modular structures and containers, with graphite gray metal tiles, which provide sobriety, resistance and easy maintenance. The visual language stands out for the contrast of colors, enhancing the institutional tones of the brand amidst a neutral and solid base. The result is a unique architectural identity, immediately recognizable and highly functional.
Global Impact and Recognition
The success of the project was immediate and widely recognized by the dealership network. To date, 85 units have already been completed and another 49 are in the development phase, totaling more than 130 points of sale aligned with the new standard. The acceptance exceeded expectations, not only due to the striking aesthetics, but mainly due to the practicality, durability and climate suitability of the proposal.
The impact was so significant that New Holland's global headquarters, located in Italy, officially invited VC ONE to collaborate on the development of the brand's new global architectural standard — an achievement that endorses the firm's technical and creative competence and elevates the project to a new level of international relevance.
This project represents more than a visual transformation: it is a true evolution in the way New Holland presents itself to the market, offering a coherent, efficient and striking brand experience at all points of contact with its customers.
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