LocationChongqing, Chongqing, China
Architect in ChargeBinke Lenhardt, Dong Hao
Design TeamIrene Solà, Sidonie Kade
CollaboratorsBMW China Design Team
ClientChongqing Baochuang Automobile Sales & Service Co., Ltd.
Text description provided by the architects. The new BMW store in Chongqing’s New North Zone is the 5th BMW dealership design project completed by Crossboundaries. Of the dealership's 20,000 sqm, Crossboundaries designed the public area of 4,800 sqm: sales and customer relations, cars and lifestyle showcase, lounge, office, café, cinema and children area.
Pattern That Flows Through Space and Functions
Crossboundaries extracts a trail pattern from the speed of cars and applies it throughout the building. Behind the reception is a feature wall resembling car grills, with custom-made twisted metal slats luring visitors to the brand space through its dynamic openings. The trail lines are aligned with the heights of different functions. They flow from space to space to serve the required needs – becoming a counter top, a podium or a shelf - creating smooth and coherent transitions along visitors’ movement in the building.
The pattern spreads subtly to the wooden shelves with white panels and openings. While the openings give a strong visual connection between spaces, the shelves create a backdrop for each space, where functions are clearly defined, without sacrificing openness. Display areas are compressed, which hold passerby’s gazes on products showcase and attract people to hover around. This is done by raising the floor and lowering a back-lit ceiling.
Creating Better Brand Atmosphere
Following BMW’s visual identity for its dealership stores, the design creates clear distinction between corporate showcase and customer service, each with a specific material and color palette.
Polished metal and glossy surfaces on the first floor boast BMW’s industry leadership and corporate image. On the two mezzanine floors above are areas reserved for the brand’s car owners and VIP. Contrary to first floor’s strong brand identity, the mezzanines use a warmer material as wood for a secluded, high value atmosphere that set people at ease.
Although only responsible for the space’s interior design, Crossboundaries' analysis provoked changes to the architecture and relocated two main staircases, allowing a completely open void within the space. This gesture intensifies visitors’ first impression of the space, thereby allowing them to have a complete experience of the BMW store.