People
Core of the design
SODA believes that "the core of any design is people’s experience, " and devotes itself to practicing digital and real space integration, exploring spatial interaction with top quality and multi-dimensional presentation.
The BMW i focus on "human-centered technology and the sustainability of naturality", whose SHY TECH aesthetic advocates that technology should serve customers appropriately, rather than being overstated.
BMW i showroom is the solution in balancing user experience and technology.
People
Interactive experience
OCT harbor in Shenzhen is a prime commercial district near the coast. The project is strategically located on this site. We hope it will become an inspiring and innovative place to empower the BMW i brand image and benefit the local lifestyle.
Therefore, we are not just constructing a premium quality space, but also a human-centered comprehensive quality interactive experience.
The digital experience journey begins before you even enter the store.
The welcome façade is covered with a translucent curtain wall with the motif " Classic diamond-shaped element of the BMW i model front grille", which creates a dialogue with the city through the dynamic flow of contemporary photoelectric art.
In the understanding of SODA's spatial interaction: the façade should not be a dividing wall, but an interface for communication.
Entering the store, the centerpiece of the experience is the super-spec light curtain that covers the entire store.
It illuminates the vehicle while providing an immersive sensory experience based on the theme of "BMW i models inspired by nature": standing in front of the car and admiring the magnificence of the custom paintwork illuminated by the evening sun, or sitting in the leather seats looking at the white clouds from the sunroof...... rhymes with nature and relies on digital media art, offering people to sense the forest, springs, and mountains in the limited time.
The main space, which hosts the intelligent car purchasing experience, demonstrates the design aesthetics of the "BMW i" model: clean and dynamic lines that unite structure and function in a clean and concise volume.
People and Nature
Full cycle environmental caring
SODA, like BMW, has liable responsibility in terms of production.
During our research into the life-cycle manufacturing process of BMW i models, we learned that body glass is a material with "distinctive technical characteristics and a high demand for recycling". Through process experiments in cooperation with the manufacturer, we fabricated terrazzo floor tiles using used car body glass as an aggregate. While recycling resources, the product technology was expressed in a visual and sophisticated way, making it a memorable and communicative feature of the BMW i Showroom. The other materials chosen for the project, without exception, implement BMW's insistence on sustainability responsibility.
The wall materials employed an advanced functional and environmentally friendly material, Tyvek, as well as environmentally certified furniture and display props ......
Interconnecting with others
The Future of Design
In SODA's vision: the future of space is conversational. It will be dynamic, and variable, responding to people's needs and evolving over time. The future space will also transcend physical boundaries and provide a hyper-dimensional experience that connects people to different dimensions. This vision provides greater possibilities to showcase impressive figurative environments and express abstract brand concepts. ’BMW i Shenzhen’ starts from the BMW i brand concept, navigates users with multi-dimensional experiences, explores the aspirational vision defined by the brand, empowers sales with spatial interaction, and upgrades the business scene in the digital era. Integrating online and offline journeys towards a high-quality all-area user experience, SODA joins hands with "BMW i" to drive into the future.
Team:
Client: BMW China
Designer: SODA Architects
Lead designers: Yuan Jiang, Chen Song
Designer team: Fei Chen, Zhiwen Qiang, Zhen Zhang, Yan Tian, Yue He, Maosen Sang, Xue Wang, Jiansheng Dong, Hanwei Li, Zhaoyue Wang, Ying Guo
Material Used:
Building material: LED, Programming light, Acrylic
