SANDAL BMW, HUDDERSFIELD SHOWROOM CONCEPT
THE BRIEF.
To enhance the customer experience by creating spaces to engage with & relax in while spending time in the showroom. We will look at 5 key areas within the retail environment: Main reception Link to mezzanine level Function of the space on the mezzanine level Cafe area Consultation areas
BRAND VALUES. Quality, technology, performance and exclusivity are the BMW brand’s core values. We can leverage the concept of ‘Sheer driving pleasure’ through these 4 key areas to create an customer experience which is relaxed, informative & beautifully designed.
Quality
Performance
Technology
Exclusivity
= Sheer Driving Pleasure
ORIENTATION. The brand is at the heart of the customer experience. The space must be clear and easy to navigate with customers able to discover for themselves.
Spaces for discovering
Elements that link spaces together must do so in a subtle and simple way. Encouraging interaction engages the customer to discover further.
Spaces for reflecting
Supportive spaces Spaces for connecting
Spaces for learning
DESIGN LANGUAGE. The values of the brand should be reflected in every element of the design. A simple, elegant detail design language should be adopted using a material palette that echoes the quality and craftsmanship of the product.
Flawless
Aerodynamic
Attention to detail
Subtle Beauty
Classic
PLANNING PRINCIPLES. GROUND FLOOR By creating a clear and concise journey it makes it easy for the customer to navigate the space knowing where they can go and what is on offer.
Display
The product is ‘hero’. From first approach to both the more relaxed and formal areas of the showroom the cars are visible at all times, with a brand experience to support the process.
Public
Private
Communal Display
Welcome
Welcome
Approach
Privileged
Public
PLAN. GROUND FLOOR
Display
Informal meeting Consultation booth
‘Living wall’
Cafe seating
Digital wall
Consultation booth Bar seating Refreshments
to Premium Lounge
Display
Consultation booth
Display
Reception
Display
Welcome waiting area
HISTORY TOTEM. Vertical elements create a link between spaces, drawing the eye upwards to the mezzanine level to encourage discovery. A digital screen holds attention while the brochure display provides additional information & interaction. To the side of the stairs is a pictorial history of the BMW brand, again to encourage the customer to go to the mezzanine level to learn further about the brand.
Digital screen wall
Brochure display
‘Living wall’
Brand message
Historical context of the brand
PLANNING PRINCIPLES. MEZZANINE LEVEL
Privileged Discovery Display
Private
PLAN. MEZZANINE LEVEL
Touchdown points
Display
Interactive discovery area
Private working area
‘Living wall’
Informal meeting
Digital wall
CAFE. A communal space for the customer to relax and help themselves to a drink. The bench table encourages customers to engage with each other, while more regular cafe seating allows the customer to wait for service and enjoy the refreshments. Feature table lamps
Formed counter top Self-service refreshment area
PREMIUM LOUNGE. The mezzanine is a multi- functional space acting as a business lounge, but also including an area for brand experience which could include interactive ‘surfaces’ showing virtual tours of the BMW factory, as well as in depth information into the engineering of the cars. High benches and touchdown areas allow for quieter working but the space could also be used for presentations and functions.
CONSULTATION. The buying experience is a personal one and one during which the customer must feel comfortable. By creating high booths and using high quality materials, the customer feels they are being looked after.
Monitor on flexible bracket fixed to panel
Fully upholstered interior
The booth has an exclusive feel and creates privacy from the rest of the showroom.
Formed countertop
Brand imagery applied to outside faces of booth
Thank you!