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Target Showroom transforms an expanding imported-car business into an architectural landmark for automotive culture. Conceived as a glass tower that stores, displays, and celebrates cars, the project turns the showroom into an urban icon—part sales space, part gallery, part private club. From the arrival sequence to the VIP lounge above, every movement is shaped by speed, reflection, precision, and the emotional theatre of receiving a car.
The original showroom had become too limited for a business growing in scale, ambition, and public visibility. The owner wanted more than a larger sales space; he envisioned an iconic destination where cars could be stored, displayed, and celebrated through architecture. The key image was a transparent tower—a vertical showcase that would turn inventory into spectacle while strengthening the brand’s presence in the city. The challenge was to combine several operations within one coherent complex: customer reception, showroom, vehicle storage, delivery area, service centre, car wash, staff office, VIP lounge, and the owner’s private zone. Each function had to perform efficiently while contributing to a memorable automotive experience.
Our strategy began with zoning. A one-storey showroom is placed at the front to welcome customers, while the centre of the site is anchored by the car lift and glass display tower. The tower top becomes a VIP lounge and private retreat for the owner, and the rear zone accommodates washing, repair, and staff operations. The plan is organised through long linear paths inspired by roads, allowing cars to be displayed clearly and in maximum numbers. Curved lines, drawn from racing tracks and cornering movement, introduce speed and dynamism. The building mass is divided into elongated bars, with negative lines between them forming skylights that pull daylight inside. Roof levels rise progressively like a speedometer needle gaining momentum.
The spatial sequence begins in a reception room with a vintage, home-like mood, expressed through timber and free-form furniture. From there, visitors pass through a black mirrored tunnel animated by lighting, creating the sensation of movement before entering the main showroom. The showroom opens into a bright black-and-white field, where linear lighting and circulation lines guide the eye toward the project’s highlight: the vehicle delivery room. Here, a rotating platform allows each car to be viewed 360 degrees beneath a circular stretch ceiling that diffuses light evenly. At the tower top, the VIP lounge extends the experience into a private club, with details inspired by grilles, leather upholstery, wheels, and high-performance cars.
PROJECT GALLERY
