Chengdu BMW Experience Center

  • Prize
    Winner in Interior Design - Commercial
  • Company/Firm
  • Lead Designer
    Zhu Yu
  • Design Team
    Hihope Zhu, Jane Fang, Chang Xu
  • Architect
  • Interior Designer
    Zhu Yu, Hihope Zhu, Jane Fang, Chang Xu
  • Photographer Credit
    Vincent Wu
  • Location
    Chengdu, China
  • Client
    Sime Darby Group & BMW Group
  • Project Date
    December 31, 2021

The architect did not do too much work on space partitioning, but focused on the moving line design of the hall. Responding to the concept of Dujiangyan river system field with the moving line design, the field, architecture, people, car, lifestyle and BMW brand concept are connected in a design language that the changes are derived from one unit.
The unit still inspired by the triangle symbol of BMW VISION NEXT is a large geometric form suspended ceiling installation that extends through the two spaces of the mezzanine to form a symbiotic relationship. The installation overhanging the mezzanine is mainly composed of four triangles to form an arrow symbol pointing to the future.
The extension part of the installation is to provide a guide for the moving line of customers. From the different car model areas in the exhibition hall to the two-layer complex multi-functional spaces including lifestyle area, merch retail area, leisure area, tea room and café area, they are derived from and connected together by the triangular unit, which also integrates display, sales, customer experience and after-sales service at the same time.