What do we have to do with a building being built ground-up? Well, it’s the world’s fourth P Zero World. For the uninitiated, P ZERO World is a premium retail and brand experience center by Pirelli offering most exclusive products and services for drivers who expect the very best. Praxis was involved in the retail branding of the building, as it does for all Pirelli showrooms across the region. The 600 square meter building houses a workshop and showroom, and has ample branding areas including reception and office. From brand heritage communication, unique exhibits to tyre art, everything was designed to complement the sanctuary of premium offerings. The glittering launch of the building saw 60 supercars roaring and parading outside as the invitees got busy clicking pictures of the building.