The retail ‘Polestar Space’ concept, to be gradually replicated in other Australian centres, aims to give guests a “calm and thoughtful environment” to experience the brand’s first model in Australia, the Polestar 2.

Australia is the latest of the brand’s 27 markets to introduce the retail “Space” concept, similar to Tesla’s global shops that place emphasis on informing potential customers of the products rather than concentrating solely on sales.

The first Australian retail location is at Chadstone Shopping Centre in Melbourne’s inner south east and follows the brand’s minimalist design used at other locations.

Polestar said that visitors will be able to “either explore at their own pace or engage with Polestar Specialists for information on the Polestar 2 and electric vehicle ownership.”

“From February, guests will also be able to take a test drive or arrange collection of their new vehicle from the centre in addition to Polestar’s current test drive and handover location in Port Melbourne.”

Polestar Australia managing director Samantha Johnson said the company was delighted to open the first store and welcomed the opportunity “to share our new home with customers and visitors interested to learn more about electric vehicle ownership.”

“This is especially relevant in Australia where demand for electric vehicles is particularly high at the moment.”

Polestar’s head of brand, Par Heyden, said: “Polestar Spaces are carefully curated retail environments. The design reflects Polestar’s minimalist brand philosophy presenting the cars as pieces of art, with detailing that gives visitors new things to experience on every visit.”

The Space retail concept in late 2022 won the award for “Most Immersive Brand Home” by global design, technology and transport magazine Wallpaper.

The magazine said the retail concept “focuses on inspiration and celebrates spaces, installations, experiences that get straight to the heart of the brand.”

Space is staffed by “Specialists” rather than salespeople that Polestar said allows customers to explore at their own pace and seek expert assistance if required to help with questions without the pressure of a sale.

The brand has one model, the Polstar 2, available in Australia but this will be complemented by the Polestar 3 SUV that is expected to be launched in the fourth quarter of this year.

The new premium SUV, which is expected to be priced in the range of $120,000 – $160,000, is similar in size to the Volvo XC90 but has only five seats.

Polestar MD Samantha Johnson

It is targeted at buyers of the Porsche Cayenne, Audi e-Tron, BMW iX and upcoming Mercedes-Benz EQS SUV.

Two variants are proposed for Australia at launch – the 360kW/840Nm long-range dual motor and the 380kW/910Nm “Performance Option”. Polestar claims a range of up to 600km.

Concurrent with the Polestar 3 launch, the company will roll out infrastructure packages of charging stations for owners’ homes and work.

Announcing the Polestar 3 for Australia late last year, Ms Johnson said more sustainability would be built into the Polestar 3 in-line with Polestar’s journey towards its first climate-neutral vehicle in 2030 dubbed Project 0.

The current Polestar 2 model range has three variants with a combination of long and standard range batteries, and dual and single-motor powertrains up to 350kW/680 Nm and pricing from $63,900 plus costs.

The Melbourne Space will be located on the lower ground level at Chadstone Shopping Centre. Opening hours are from 9am – 5.30pm Mon-Wed, 9am – 9pm Th-Sat, and 10am – 7pm on Sunday. Polestar 2 test drives can be booked via the Polestar website.

By Neil Dowling