dwp | design worldwide partnership: Winner of World Design Awards 2024. The BMW Performance Motor Ratchaphruek project in Bangkok, Thailand, is a groundbreaking achievement in automotive retail, serving as the first BMW “M” showroom under the ambitious BMW ‘Retail Next’ global initiative. Spanning an impressive 8,000 square meters and valued at 400 Million Thai Baht, this facility was meticulously designed by the acclaimed dwp team, known for their innovative and customer-centric architectural and interior design solutions.

The BMW Performance Motor Ratchaphruek stands out as a beacon of modern retail luxury. It is not merely a car showroom; it is an experience, blending cutting-edge digital technology with a physical environment that exudes comfort and style. The design of the showroom revolves around the concept of ‘Retail Next,’ which emphasizes a customer-first approach, integrating physical and digital touchpoints seamlessly to create a unified and immersive experience.

The architectural concept draws inspiration from the dynamics of highway travel, reflecting its proximity to one of Bangkok’s bustling expressways. This is expressed through the design’s ‘highway movement lines’ which help in conveying the essence of speed and motion, while also providing a sophisticated and understated backdrop that enhances the visibility of the BMW cars, which are the true ‘stars of the show.’ The showroom’s placement, elevated 1.5 meters above the ground, is a strategic response not only to maximize visibility but also as a practical solution to the region’s flooding risk, showcasing an innovative blend of aesthetics and functionality.

In terms of materials, the project employs a palette of light tones such as white aluminium composite, natural concrete texture for the floor tiles, and white cementitious wall paint. These choices are deliberate to foster an atmosphere of simplicity and elegance, creating a spacious environment that complements the sleek designs of BMW automobiles. Inside, the showroom mirrors the ambiance of a high-end hotel lounge, featuring a limited display of vehicles in a setting that emphasizes quality and exclusivity.

The interior design is customer-centric, with every element crafted to enhance the customer’s experience. From the layout of the car displays to the luxurious furniture settings and the strategic use of lighting, every detail is designed to make customers feel at ease, as if they were in a sophisticated living space. This environment supports the customer journey through various tailored zones, including cafe and refreshment areas, lifestyle and accessories retail, family-friendly spaces, deal-closing zones, and a beautifully appointed delivery bay.

Furthermore, the inclusion of a landscaped courtyard lightwell brings a touch of zen-like calmness and a flood of natural light into the deep-plan building, enhancing both the aesthetic appeal and the well-being of employees and customers alike. This thoughtful addition is part of the showroom’s commitment to sustainability, complemented by the use of locally sourced materials which help in reducing the carbon footprint and ensuring reliability in the fast-track construction schedule. Overall, the BMW Performance Motor Ratchaphruek is more than a showroom; it is a testament to the power of innovative design in enhancing brand identity and customer interaction. The project successfully embodies BMW’s global standards while addressing local needs and preferences, setting a new benchmark in automotive retail design.

Project Details:-
Firm
dwp | design worldwide partnership

Architect
dwp | design worldwide partnership

Project Name
BMW Performance Motors Ratchaphruek

Project Category
Commercial Built

Team
Waralak Thongsrikate, Khachapal Dapuapan, Chonlakorn Tuntapakool, Nikorn Challis, Kullapoth Leongsoithong

Project Location
Bangkok

Country
Thailand

Photography ©Credit
dwp | design worldwide partnership

dwp | design worldwide partnership is a global architecture and interior design firm committed to creating innovative, sustainable, and human-centered environments. With over 25 years of experience, we specialise in delivering high-quality design solutions across various sectors, including hospitality, healthcare, workplace, and residential. Our approach combines global expertise with local insight, ensuring that each project reflects the cultural context while pushing the boundaries of creativity and functionality. At dwp, we are driven by our mission to design for a better world, embracing technology and sustainability to shape spaces that inspire and enhance the human experience.

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