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.
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.
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.
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.
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.
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.
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.
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.