Intervening with identity

The main challenge is the creation of a “new” design within a predefined visual identity. Making a welcoming and exciting space for customers within a layout determined by BMW’s architectural standards. Expressing an identity by layering a series of elements informed by the given space in Chongqing, Foshan, Shenzhen and Tianjin.

Creating a clear distinction between corporate showcase and customer service in each dealership by using few materials and reoccurring elements. The first floor is always set aside for exhibition and above customer VIP, a combination of large open areas and smaller enclosed private spaces, pre-assigned with a specific material and color palette.

The elements define an atmosphere and experience for each function, linking coherent transitions through sales and customer relation. In instances the design concept provoked changes to the architecture to intensify the experience for BMW clients.