Well its a new JLR Showroom after all.
Work is progressing well on Wolverhampton city centre's new Jaguar Land Rover showroom.
The steel framework for the £14 million development on Penn Road - close to Ring Road St Mark's - is set to start going up in January.
The Jardine Motors Group dealership is expected to create around 70 jobs and is planned to open in Autumn 2018.
New artist's impressions show what the finished showroom will look like.
"Nick Morgan, Jardine Motors Group Construction Manager, said: "The development is moving ahead at great speed now.
"The teams at SRA Architects, Speller Metcalfe and City of Wolverhampton Council have worked hard to ensure the success of the project and to enable Jardine Motors Group to deliver the best customer experience possible."
Councillor John Reynolds, City of Wolverhampton Council Cabinet Member for City Economy, added: "It is great news for the city centre to see this development project moving forward.
"This is a major development in this area - regenerating a redundant site which lies in a prominent position on one of our gateways to the city centre.
"Attracting this type of development shows what an aspirational city we are.
"Jaguar Land Rover is a global leader who chose to build a major production base on the i54 site we developed in collaboration with South Staffordshire Council and Staffordshire County Council.
"Cars that have been part-produced in the city could be sold from the Penn Road site in the future."
The new dealership will cover four acres and will include a showroom and a service centre.