Museo Auto Classica was envisioned as a new cultural destination for Hua Hin, where the beauty of automotive design and fine art could be shared with the public.
Originally, the owner curated a small exhibition space within Bluport Shopping Mall, displaying fewer than 10 vehicles alongside selected artworks. However, due to spatial limitations and the decline in foot traffic during the COVID-19 pandemic in 2020, the opportunity arose to expand the project into a standalone destination.
Openbox was entrusted to reimagine the project at a larger scale—transforming it into a museum capable of exhibiting over 40 classic cars, alongside a growing collection of artworks by National Artists. Each piece has been carefully collected over time, forming a tangible journal of memories, journeys, and personal milestones. The museum is therefore conceived not only as an exhibition, but as a narrative experience.
A key requirement from the owner was that the project must be self-sustaining. This led to the integration of complementary functions, including a café and a souvenir shop, ensuring both cultural and commercial viability.
A Gentleman’s Journal
The overall concept, “A Gentleman’s Journal,” reflects the idea that every object on display carries a story—of time, travel, and personal memory. The design translates this narrative into spatial experience.
The planning strategy was developed in close collaboration with the owner and marketing team, ensuring flexibility for events and off-site exhibitions to build awareness. Existing architectural elements, such as the original entrance and selected walls, were preserved and reinterpreted through a new material and color palette—maintaining a sense of continuity and memory within the site.
Entrance Foyer, Reception, Café & Souvenir Shop
The front-of-house area serves as a transitional space, allowing visitors to gradually shift their perception upon arrival.
The atmosphere draws inspiration from the 1960s–70s classic era, expressed through wall tones, graphic lines, and illustrative elements. This sets the emotional tone of nostalgia and refinement before entering the main exhibition.
Car Museum
The main exhibition hall is organized by timeline, model, and country of origin, following the owner’s narrative framework.
The cars are treated as the primary protagonists of the space. Therefore, the surrounding architectural elements—floor, ceiling, and backdrop—are intentionally subdued. Dark, matte finishes are used to absorb light, allowing the vehicles’ polished surfaces to reflect and shine under controlled lighting conditions.
Each vehicle is tied to the owner’s personal memories—linked to specific eras, films, and music. Behind each display, backdrop elements are designed to resemble the pages of an open book. Together with curated soundscapes, visitors are invited to immerse themselves in each “chapter,” as if stepping into a living journal from different periods in time.
Art Gallery
Within the museum lies a hidden gallery space "a hidden gem" featuring rare works by National Artists.
In contrast to the darker tones of the car exhibition, this space shifts to an off-white palette to provide visual calmness and clarity. The neutral environment enhances focus and allows visitors to fully engage with the artworks on display.
