LOS ANGELES (July 11, 2016) — Pirelli Tire North America Inc. is opening a “white-glove” retail service store in Los Angeles, dubbed P Zero World.
Pirelli is holding a media event at the store — on Santa Monica Boulevard not far from the University of California Los Angeles — on July 14, where executives will discuss their strategy for the concept.
On its website, Pirelli describes the location as a “white-glove retail service location and brand experience center” that will offer the guidance necessary to “lead prestige car drivers to the proper Pirelli solution” for their vehicle to “maximize their driving pleasure.”
The location — formerly a European Automotive Accessories retail store — will, according to the Italian tire maker, boast “stunning design and premium motorsport and vintage products” that will be part of a “total brand immersion, elevating the retail experience to new heights….”
Pirelli did not say at this time whether it is planning to open any more such stores.