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16 Jul, 2009

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Magic of Motoring

Magic of Motoring

Shell’s motoring archive represents a century of art, film, automobilia and motorsport heritage. Shell – through its international brand guardians MagicofMotoring.com (heritage retailing) and WoadCorner.com (retro venues) – created an art-deco Shell station at the Goodwood Revival 2007 and the concept created an international sensation, being visited by 125.000 people and televised around the world.

As a direct result of the Goodwood trial, Mick Pacey – who heads up the retro concept team for Shell – has identified Japan, Italy, France, Germany and the USA as initial countries for the roll-out as soon as UK is underway. In total, 25 similar developments are planned to open in the 16 countries where Shell is a major retailer, typically in locations of major historic motoring significance.

Construction of the first venue – close to Aston Martin in Newport Pagnell Milton Keynes – commences in the spring 2008. The venue – to be known as Shell Woad Corner – will comprise a 14.000 sq.ft. art-deco complex with classic car showroom, offices, retail space, bar, restaurant and a filling station complete with 1950’s-style Shell pumps.

Mick Pacey says: “We shall retain some retail space for our MagicofMotoring.com collection and while we could easily pre-let the balance of the retail immediately I would rather give preferential options to retailers who fit our profile for international luxury brands wishing to be part of the international roll-out as more venues are opened.”

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