A sense for the speed of a car is evoked by 'trail' lines, applied throughout the building. Creating a backdrop and serving functional needs they shift subtly as wooden shelves, at different heights, interspaced with white panels and openings. Flowing from space to space, a counter top, to a podium or a shelf.
speed trail flowing through space and functions
In Chongqing’s New North Zone, the design also provoked changes to the architecture. Relocating two main staircases, completely freeing a void within the space. Intensifying the first impressions made on visitors'. Followed by smooth and coherent transitions through sales and customer relations, cars and lifestyle showcase, lounge, office, cafe, cinema and children area.
At reception a feature wall, resembling car grills, of custom-made twisted metal slats lure visitors to the brand space through its dynamic openings. Openings continue throughout giving a strong visual connection between spaces. Displays are compressed, by raising the floor and lowering a back-lit ceiling. Holding the gaze of passers by on products showcased.
Creating a clear distinction between corporate showcase and customer service. The general layout is determined by BMW's architectural standards, the first floor for exhibition and above customer VIP. Providing a combination of large open areas and smaller enclosed private spaces, pre-assigned with a specific material and colour palette.