Total is one of the leading gas station operators in Germany, serving more than 650 000 people daily. Knowing that new generations of customers are starting to use service stations for more than just fuel, Total challenged the jovoto creative community to reinvent the service station as a provider of goods, services, and social space that go beyond the basic fuel-up, creating the service station of the future.
– H.C. Gützkow, Managing Director at Total Germany
Together, Total and jovoto crafted a creative strategy and project brief to leverage a global creative crowd. The crowdstorm had a jury of experts in sustainability, retail, strategy, and architecture and saw 611 creatives from 54 countries submit their ideas, get feedback, and collaborate with one another.
The winning ideas for the service station of the future tended to emphasize sustainability and the environment. Blink, the winning entry, integrates a panel of small wind-turbines and a green roof to generate fresh fuel— a refreshing twist in a place typically associated only with consumption. The Blink service station also includes babycare, a pharmacy, and a customizable café environment.
Green Breath, which won 3rd place in the community vote, also picked up on the sustainability theme, using rainwater to power an on-site car wash. It also has an algae-paneled roof to reduce carbon emissions and produce biofuel. Bicycle rentals, a cinema, and pedestrian-friendly public spaces differentiate this eco-friendly hub from the traditional service station. Green Breath strategically serves the wider community, winning public trust and recognition while breaking boundaries for the sector. The design also incorporates emerging forms of mobility, which is a must for forward-thinking businesses working in any transportation-related space.
“We are already working on innovations for the gas station of the future, today. In addition to gas station ideas, we also received ideas for new services and products as well as innovative shop concepts for our stations!”
– H.C. Gützkow presenting the crowdstorm at the UNITI expo 2014