39/54 PROJECTS

Space dimensions required program

Design approach

Furniture object

Furniture element program zoning

Object + Room

Object in the room

Project: BMW HVC LOUNGE

Client:
BMW China
Location:
various
Bidding period:
February-March 2012
Partners:
Hao Dong,Binke Lenhardt
Team:
crossboundaries, Beijing

The design for the High Value Customer Lounge is more than just an interior, but an organizational system that integrates a diversity of functions into one continuous furniture element. Defining and structuring the area around the HVC Lounge, it is offering personalization and a diverse experience for each customer.

identity by systematization

A refreshed way of thinking about the High Value Customer experience. Like the design of BMW cars provides a consistent identity by systematization, this concept generates a modular system of elements that can be placed together in various configurations. It is adjustable, depending on room dimensions, window and door openings, layout and program requirements.

Combining functions into a flowing system that include: welcome area, work area and leisure area. Each dealership can customise their HVC lounge from the proposed material palette, alongside that the customer can personalize their experience with adjustable lighting, colour, room temperature and music.