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Appreciation towards OMA for providing the following description:
如今，汽车销售中心已不再仅仅作为汽车营销和出售的场所。多种多样的销售渠道使得顾客不必亲临商店就可以进行汽车选购，而相关调查也表明有90%的顾客在亲临销售商店之前就已经有了理想的车型。基于商品销售不断分散的压力，同时为了应对不断改变的消费者习惯，如今的汽车零售商店越来越注重更加视觉化的营销手段。该汽车展厅设计便是对这一现象的回应：交叠出现的橱窗形象引出琳琅满目的品牌和商品。
Car shops, formerly the prime sales venue for cars, are no longer the exclusive setting in which cars are branded and presented to customers. Multichannel points of sales enable customers to choose between brands and models before entering the car shop; as a result, 90% of the customers who visit a car store have already chosen a model in advance. Under the pressure of the increased fragmentation of sales and in response to changing consumer habits, the automotive retail store has increasingly turned into a space for marketing and visual branding. This is reflected in the design of the retail space: the ubiquitous vitrine typology has created a mish-mash of brands and product.
▼鸟瞰图，aerial view ©June Young Lim
▼外观，exterior view ©June Young Lim
此次AMO为高端汽车品牌捷恩斯打造商店设计，并以此探讨了汽车零售空间作为销售环境的关联性，并进一步探讨了其未来可能性。由AMO打造的 Genesis Space Identity再次标记了汽车销售行业的惯有模式。与鲜明的销售或陈列氛围不同，AMO此次将捷恩斯的理念微妙的植入到空间设计中。捷恩斯江南销售中心紧跟AMO基于建筑与品牌营销之间的关系研究，突破了传统意义上的汽车展陈空间。为了强调汽车的设计与工艺，展出的汽车模型均摆放在相对中立的由灰色混凝土和亮色天花板所营造的空间里。
Designing a store for luxury automotive brand Genesis in Seoul, Korea, led AMO to question the relevance of the automotive retail space as sales environment, and to explore its further potentials. The Genesis Space Identity concept developed by AMO revisits the conventional norm of dealership in the automotive industry. More than an overt sales and display environment, AMO created a store design in which there is a subtler unpacking of Genesis’ message. Following AMO’s research into the interaction between architecture and branding, Genesis Gangnam Store treats car display as curation, breaking away with the commonplace practice of showing as many models as possible. To emphasize the design and craftsmanship of the car, the models on display are placed against a neutral backdrop of grey concrete and lit from above by a bright ceiling.
▼汽车模型陈列在灰色混凝土和亮色天花板空间，the models are placed in a space of grey concrete and lit from above by a bright ceiling ©June Young Lim
▼©Silvia Sandor
▼©June Young Lim
▼©Silvia Sandor
通常情况下的汽车销售中心都拥有巨大的玻璃窗，让来往行人都能一窥室内概况。而捷恩斯空间则恰恰相反，这个用柔和的色调和材料所打造的空间将引领来访者穿梭并逐渐探索它的奇妙之处。为了减弱该空间作为销售中心的视觉效果，该展厅的销售活动都被安排在一系列独立的小空间里。这些小空间陈列着与周围色调和材料相似的家具，使空间整体展现出一致性。
Typically, the design of an automotive retail space includes large window shops that disclose the interior in one glance. By contrast, the Genesis Space is a space of gradual discovery, enhanced by the selection of a muted palette of colors and materials for its interior design. Furthermore, to mute the distracting presence of sales activities, the purchasing process is placed in a sequence of independent rooms. Furniture is blended into the separate rooms by using the same color and material as the space.
▼销售活动被安排在一系列独立的小空间里，the purchasing process is placed in a sequence of independent rooms ©June Young Lim
▼©Shinji Takagi
▼小空间陈列着与周围色调和材料相似的家具，furniture is blended into the separate rooms by using the same color and material ©June Young Lim
该空间设计旨在回应消费者需求，同时为消费者提供一个即便是在当今数字时代中也无法被取代的临场体验。捷恩斯江南销售中心为销售空间带来了全新的设计标准，而其自身也将成为这一新范式的第一实践者。
The store is designed to be attentive to visitors’ needs and provide them with an authentic, analogue experience that cannot be substituted with digital technology. The design of the Genesis Gangnam Store has resulted in a set of guidelines for a global roll out strategy; the Genesis Gangnam store in Seoul will be the first application of a new automotive retail concept.
▼充满探索性的空间，it is a space of gradual discovery ©Shinji Takagi
▼©June Young Lim
▼展示空间，the displace space ©June Young Lim
▼夜晚橱窗，night view from outside © Jay Jeon
▼一层平面图，the first floor plan
▼二层平面图，the second floor plan
▼一层模型图，first floor model
▼二层模型图，second floor model
▼局部模型图，part model
Status: Completed
Client: Hyundai Motor Company Location: Seoul, South Korea Site: 1410 m2
Program: Showroom
Partner-in-Charge: Chris van Duijn
AMO Director: Samir Bantal
Project Architect: Shinji Takagi
Team: Alan Song, Alessandro Bonfiglio, Fernando Ocana, Silvia Sandor, Vincent Kersten
COLLABORATORS
Clients design team: HMC Creative Works
Local Architect: Innocean Worldwide
Local Contractor: Janghak Construction
Lighting Consultant: Mavericks
Sound Consultant: Music infinity, Geniune Consulting
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