BMW Chongqing / Crossboundaries

BMW Chongqing / Crossboundaries - Image 2 of 16BMW Chongqing / Crossboundaries - Image 3 of 16BMW Chongqing / Crossboundaries - Facade, Beam, Steel, HandrailBMW Chongqing / Crossboundaries - Chair, TableBMW Chongqing / Crossboundaries - More Images+ 11

Chongqing, China
  • Architects: Crossboundaries
  • Area Area of this architecture project Area:  4800
  • Year Completion year of this architecture project Year:  2015
  • Architect In Charge: Binke Lenhardt, Dong Hao
  • Design Team: Irene Solà, Sidonie Kade
  • Collaborators: BMW China Design Team
  • Client: Chongqing Baochuang Automobile Sales & Service Co.Ltd.
  • City: Chongqing
  • Country: China
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BMW Chongqing / Crossboundaries - Image 3 of 16
Courtesy of Dong Hao @ Crossboundaries

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.

BMW Chongqing / Crossboundaries - Image 12 of 16

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.

BMW Chongqing / Crossboundaries - Image 7 of 16
Courtesy of Dong Hao @ Crossboundaries

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.

BMW Chongqing / Crossboundaries - Image 16 of 16

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.

BMW Chongqing / Crossboundaries - Chair, Table
Courtesy of Dong Hao @ Crossboundaries

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.

BMW Chongqing / Crossboundaries - Image 11 of 16
Courtesy of Dong Hao @ Crossboundaries

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.

BMW Chongqing / Crossboundaries - Chair
Courtesy of Dong Hao @ Crossboundaries

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Project location

Address:Chongqing, Chongqing, China

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Location to be used only as a reference. It could indicate city/country but not exact address.
About this office
Cite: "BMW Chongqing / Crossboundaries" 11 Nov 2015. ArchDaily. Accessed . <> ISSN 0719-8884

Courtesy of Dong Hao @ Crossboundaries

重庆宝马5S中心 / Crossboundaries

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