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
▼©June Young Lim
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
▼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
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
Client: Hyundai Motor Company Location: Seoul, South Korea Site: 1410 m2
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
Clients design team: HMC Creative Works
Local Architect: Innocean Worldwide
Local Contractor: Janghak Construction
Lighting Consultant: Mavericks
Sound Consultant: Music infinity, Geniune Consulting