HDG Group's official works | Kuwait&Seychelles Kia Automobile Exhibition Hall Design

2023-03-16

项目介绍||

项目名称〡起亚汽车展厅

项目〡科威特&塞舌尔

设计面积〡约2,354㎡&1,050㎡

方案设计〡HDG 集团北京设计团队

项目总监〡金成训

主持设计〡杨雪莲

 

近年来,汽车零售店越来越多地变成了营销和视觉品牌的空间,这体现在零售空间的设计上,同时以家的感觉欢迎顾客。开放式汽车展示展厅被定义为整体有机的设计外观,侧面强调立体的建筑对角线设计结构,并通过正面和侧面照明烘托增强品牌商店标识和品牌整体形象。

The car brand KIA has recently unveiled a new showroom project,located in the Seychelles and Kuwait,  1050㎡、2,354㎡space,  also known to be the newest addition designed by the Beijing HDG team. The automotive retail store has in recent times increasingly turned into a space for marketing and visual branding, which is reflected in the design of the retail space, while welcoming customers with a home-like feeling.  The open-plan car display showroom is defined an overall organic design exterior, with an accenting the diagonal signage design on the side to match the diagonal design structure of the side of the store, enhanced by front and side lighting for the identity and visibility of the brand store both day and night.

 

 

 

01

设计概念

科技·未来

 

 

该设计基于品牌的概念,打破传统的商业设计,采用暖色调的照明、纹理和多样化的设计语言,注重自然,同时强调功能性和与用户群体的互动精神,低调高级的灰传达出科技与都市并存的优雅气质。该展示空间由不同功能区域连贯组成,包括汽车展示区、休息区、客户服务区、办公室和会议室。在入口处,门厅将商店分为两个主要部分:可以发现车辆的展示长廊,以及客户和员工的服务空间。

With a restless commitment to precise design and production, the brand KIA has been dedicated to improving and encouraging the evolution of exploration for decades. The design is based on the brand's concept, breaking away from conventional commercial designs, by adopting warm-toned lighting, textures, and diverse spatial languages, and focusing on natural while emphasizing on functionality and a vibe that fits in with the user community, with a touch of elegance and a spirit of eloquence. The store consists of different areas within a continuous space, including a car display area, lounge zones, customer-service areas, offices, and meeting rooms. At the entrance, the foyer divides the store into two main sections: the gallery where one can discover the vehicles, and the service space for customers and employees.

 

 
 

 

设计材料经过精心挑选,以反映起亚品牌的市场定位和品牌品质。玻璃幕墙将光线带入室内,将室内与外部融为一体,为内部提供开放式布局,并享有周围环境的广阔视野,而白色色块的运用增强了空间的延伸感,条形灯以狭窄的线条沿着天花板向下移动,唤起了品牌的“高科技”质感,这与公司的创新精神相一致。在客户区,木板为店内带来温暖和舒适,这是与陈列概念相联系的标志性特征。

The materiality was carefully selected, in order to reflect the authenticity and quality of the KIA brand. The glass façade brings light in and merges the interior with the exterior, providing the open plan inside with expansive views of the surroundings, while white continuous terrazzo gives continuity in the showroom area, and strip lights travelling down the ceiling in narrow lines evokes a ‘high-tech’ feeling which aligns with the company’s innovative spirit. In the customer area, wood boards bring warmth and comfort within the store, an essential and emblematic characteristic to connect with the concept of the showroom. 

 

 

 

 

 

 

02

室内陈列

高级·品质

 

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在主展厅区域,汽车通过使用明亮的照明和光滑的表面成为中心舞台。简约的内饰色调,通过使用不饱和的色彩和普通材料来协调空间的美感,并营造出干净优雅的空间气氛。该空间还用多媒体的语言以及标牌和高科技板展示商品信息,展馆内以城市灰为主色调,搭配明亮舒适的灯光设计,更符合该品牌高级、国际化的品位。

In the main showroom area, the cars are given centre stage by use of bright illumination and glossy surfaces. the monotone palette of the interior, by using desaturated colours and common materials to adjust the tone of the space, also helps to make the cars the stars, and create a clean and elegant aesthetic. The space also provides a surface area for multimedia brand messages as well as the presentation of merchandise through signage and high-tech boards matching the colour scheme and materiality of the design and allows the integration of a welcome desk and seatings.

 

 

 

 

 

03

客户服务领域

关怀·自然·链接

 

 

该项目旨在关注游客的需求,同时为他们提供真实的模拟体验。因此,设计必须在客户体验与车辆的专业操作之间取得平衡,同时提供一个量身定制的空间,不仅用于展示和销售时尚车型,而且还提供优质的客户服务体验,在独立的房间内设有购买区域。为了与陈列室的工业风格形成鲜明对比,商店的其余部分墙壁上覆盖着木制材料,为功利主义美学增添了柔和的艺术气息。步入接待区,一个引人注目的大型标牌装置,带有“KIA”激光切割标志,在木质室内薄膜饰面上,嵌入内部照明,进入视线,有助于温暖的空间色调,并快速成为视觉焦点。

The project is designed to be attentive to visitors’ needs, while providing them with an authentic, analogue experience. The design therefore had to balance customer experience with the professional operation of vehicles, all the while providing  a space that was tailored not only to display and sell the sleek models, but also to provide a quality customer service experience, with purchasing areas within a sequence of independent rooms. To contrast the Showroom’s industrial style, the rest of the store The walls are covered in wooden material, which adds a gentle, artistic touch to the utilitarian aesthetic. Stepping into reception area, a large eye-catching signage installation with the ‘KIA’ laser cut logo onto a wood interior film finish, with embedded interior lighting, comes into sight, contributing to the warm spatial tone, and becomes a visual focus. 

 

 
 

 

办公空间与展厅流线互不干扰,明确区分公共空间与私密空间。通过原木打造的原木风空间,可以营造一种简约大方的氛围感,更贴近自然的风尚。会客区、办公区、会议室都沿用着这种材质,传达出品牌富有关怀情感的一面。

The office space and the exhibition hall flow do not interfere with each other, and clearly distinguish between public space and private space. The log style space created by logs can create a simple and elegant atmosphere and be closer to the natural style. The living area, office area, and conference room all use this material, conveying the caring side of the brand.

 

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04

会议休闲

生机·舒适·互动

 

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木制元素加入了生机的绿色,营造出返璞归真的惬意与轻松气息。从本质上讲,该项目旨在为空间提供一种新的动态,使其营造出温馨的氛围,不仅适合人们去看新车型,还适合讨论和咨询。考虑到这一点,该项目实施了一个空间,使用相同颜色和材料的多座沙发,融入其明亮和欢快的环境,这将提供舒适感,落地灯的加入,不仅保证了照明,同时也让客户感受到潮流的设计感。

The wooden element continues and surrounds the reception area dynamically, ‘guiding’ the customer from the entrance to the manager area in the very end of the showroom. In its essence, the project aimed at giving the space a new dynamic that would give it a welcoming ambiance, not only for people going for a look on new car models but also for discussions and consultations. With this in mind, the project implemented a space with the use of multi-seat sofas in the same colour and material that blends into their context of bright and cheerful, that will provide comfort, with properly placed floor lamp to ensure partial illumination, to help analysing and increasing store productivity and letting customer experience lead the way.

 

 

 

 

 

05

多功能办公区域

宽适·通透·现代

 

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室内空间延续了木质纹理,由整齐的线条以及对比鲜明的材料和颜色定义,共同产生秩序感并模糊空间边界。温暖的色调营造出温馨的氛围,为员工和客户营造出轻松舒适的体验。定制的家具是可移动的,可以根据光线条件调整空间格局并灵活地创造多变的场景,空间的周边被分隔成会议室、休息区和私人办公室,内部使用玻璃隔断以保持地板内的透明感。

The interior space continues the wooden texture, defined by neat lines as well as contrasting materials and colours, which together produce a sense of order and blur the spatial boundaries. The warm tone generates a welcoming atmosphere and create an easeful and cosy experience for the employees. The customized furniture are movable, making it possible to adjust the spatial pattern according to light conditions and create changeable scenes flexibly, as the perimeter of the space is compartmentalized to host a meeting room, resting area, and private offices, with internal glazing glass partitions to maintain a sense of transparency within the floor. 

 

 

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