Where technology meets design: Unknown Works design European flagship store for Zeekr
Unknown Works has designed a tech-led concept store in Central Amsterdam for Zeekr, an international electric vehicle brand. The 2000sqm European flagship store is located within the iconic Vroom & Dreesman, ex-department store in the heart of Amsterdam. The project marries the rich retail history of the 19th century building with cutting-edge technology, creating a digitally-led automotive experience.
With dual glazed frontages, the store takes advantage of its prime position at the nexus between the Rokin and Kalverstraat, the main canal and shopping artery of Amsterdam. Respecting the protected heritage façades, Unknown Works have transformed the interior into a sleek, modern, and engaging space for showcasing Zeekr’s story and its innovative vehicles. Designed to be seen from both sides, the store hums with energy and movement to capture the attention of those passing by boat, foot or bicycle, drawing them in to experience the space and learn about Zeekr’s electric cars.
Won through an international competition, Unknown Works design focuses on creating an immersive and experiential environment. At the centre of the store is an advanced audiovisual installation - ‘The Central Moment’, built around a Zeekr car. It provides a flexible platform to add life and motion, bringing the driving experience indoors. Unknown Works designed the centrepiece to utilise groundbreaking large scale transparent LED screen technology, used at this scale for the first time outside China. A dynamic and bold animation created in partnership with BAFTA award-winning creative studio, Factory Fifteen, simulates a test drive by placing the car within a moving and changing landscape. Seen from all sides and reflected on the body of the car, a journey from imaginary european cityscapes to countrysides is depicted - highlighting the car’s technical capabilities and versatility across contexts.
The void left by the former department store’s escalator is repurposed to allow for ‘The Central Moment’ to be focused around a bright orange car lift, serving as a dramatic focal point that enables dynamic vehicle presentations. A car can be raised or taken down to the basement, allowing the lower ground 2.5 metre storey high space to be used. The surrounding stepped amphitheatre built around this core is designed for versatility, accommodating events, lectures or demonstrations, allowing visitors to engage deeply with the Zeekr brand. Turning the constraints of the old store infrastructure into opportunity have allowed Unknown Works to add dynamism and drama to this retail environment.
From outside-in, the customer journey allows for different interactions with the brand. Facing the prominent Kalverstraat corner is a dramatically lit space for the display of Zeekr’s performance models, while the rest of space is inhabited by; an educational area equipped with large screens for presentations, car configuration zones with interactive screens and Color, Material, Finish (CMF) swatches, a cafe and bar, a special partner display area (currently showcasing an eclectic boat), product display areas and private consultation rooms.
The concept store showcases Unknown Works’ multidisciplinary approach to industrial design elements. A bespoke stainless steel display system was developed and modular configuration tables embedded with interactive tech offer flexibility for various presentations and exhibitions, adapting to the evolving needs of Zeekr’s product lineup.
White terrazzo and exposed concrete columns reflect the building’s retail past, while a textured render adds further depth to the materiality of the space.
Lighting plays an integral role in the look and feel of the store environment. All lighting systems are colour-changeable, allowing Zeekr to customise and completely transform the space for special occasions, such as a very orange Koningsdag. While key zones are equipped with large light planes to create lighting scenarios typical of car retail spaces, throughout the store a grid of light panels are set above an open mesh ceiling provide a sense of depth to the tall space.
The basement continues the appearance and atmosphere from upstairs, designed as a versatile space. It is acoustically treated and dark, making it ideal for future projection mapping and alternative AV experience.
Unknown Works prioritised the user experience and customer journey to develop and integrate Zeekr’s brand DNA into the design, reinforcing the identity that was meticulously crafted in their debut concept showroom in central Stockholm. The Amsterdam store is thoughtfully designed to lead visitors on an engaging journey; they enter and explore the vehicles on display, discover one that catches their interest, and then consult with an advisor. Visitors can relax in the café for a coffee before proceeding to the consultation room or exploring different interactive touch points within the space.
The new Zeekr concept store exemplifies Unknown Works’ ability to merge innovation with contemporary design, retrofitting an existing landmark destination in Amsterdam's iconic urban landscape. This project highlights the integration of embedded technology, excitement, and a considered customer experience, ensuring every visit to the space is memorable.
Theo Games, Director, Unknown Works, said:
‘These centrally located concept stores allow Zeekr to make a bold statement as they move into the European market. Our goal was to create a space that not only showcases the symbiosis of comfort and advanced technology of Zeekr’s products but also provide an experience of movement and flux within the static environment.”
Kaowen Ho, Director, Unknown Works, said:
‘We aimed to maintain transparency across the space, ensuring that the product and story of technology is championed - visible from both the shopping district and canal-side context and capable of capturing people’s attention from outside and to draw them in.’
Team:
Architect & Interior Designer: Unknown Works
Project Team: Theo Games Petrohilos, Ben Hayes, Kaowen Ho
Client: Zeekr
Project Manager: Spect (AMS), Turner Townsend (STH)
Main contractor: Hotel Concepts
Photographer: ©Ossip van Duivenbode, ©Unknown Works, © Zeekr, ©Factory Fifteen, © WWW™
Material Used:
1. Adjustable Tables: Analogue
