design constrain in auto showroom

Design Constrains in Automobile Showrooms

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Part 1: INTRODUCTION INTRODUCTION

1.1 Introduction

4

1.2 Hypothesis

6

1.3 Aim

6

1.4 Methodology

6

Part 2: THE SHOWROOM

2.1 Components of a showroom

8

2.2 Important aspects that apt to be missed out

11

2.3 Methods of display

13

Part 3: CASE STUDIES

15

3.1 BMW Welt, Munich, Germany

16

3.2 The Mercedes world at Salzufer, Berlin

20

3.3 The Mercedes museum at Stuttgart, Germany

21

3.4 Inferences form literature case studies

24

3.5 The Hyundai Showroom of Hilton, Trivandrum (Bye-Pass Road)

25

3.6 The Hyundai Showroom of Popular Group, Trivandrum (Karamana)

28

3.7 Comparing the two

30

Part4: RECOMMENDATIONS

30

4.1 The green showroom

32

4.2 The brand terminal

34

4.3 New dealership trends

36

4.4 The test track

37

Part 5: CONCLUSION

39

Annexure 1

43

Annexure 2

45

Department of Architecture, Architecture, College College of Engineering Engineering Trivandrum 2010


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Part 1: Introduction



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1.1 Introduction Motored vehicles in human life dates back long ages. From being just a luxury piece for owners back in its early days, an automobile has grown in role, slowly turning itself into a necessary member of every family. A motor vehicle has come to being owned by the poor as well as the rich. The rich many times indulge themselves in the luxury of owning more than one single vehicle.

With the significance of automobiles rising, we have slowly started creating and dedicating spaces for automobiles. The significance of an automobile can be realised by observing the spaces that have been and are being conceptualised, designed and constructed exclusively for automobiles.

Car showrooms in today‟s world are much more than a place to

portray the cars of the concerned manufacturer. It is as an important link that connects the car manufacturers to their potential customers. A car showroom is a place that brings the cars of various makes, designs and models before the consumer and provides with a real opportunity to know about them. Be it the features, the specifications, the design, colour and the accessories, one gets to know all of this and more about the cars in a car showroom. A car showroom serves an important purpose by imparting to the potential owner, a feel of the car, irrespective of all the advertisements and publicity.

A car showroom serves an important purpose by imparting the potential consumer a feel of the car.Irrespective of all the advertisements and publicity,the car sales can happen and increase only when the consumer gets to see the car on his/her own. A showroom is opened to provide an amiable and pleasant ambiance to the potential customer. In addition, all the queries and information s/he can have with the



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sales associates at the car showroom. Further, the test ride opportunity is also available at most of the leading car showrooms.Best car showrooms take care of each and every need of the visitor viz-a-vis car purchase

A vehicle after its purchase becomes another member of its owner‟s

family; hence, the experience of its purchase is one that would last in the minds for more than the lifespan of the vehicle.

An

automobile

showroom

performs

a

merchandising

and

advertising function for the entire manufacturer, and is hence the most important space in the dealership. The exterior should be designed, decorated and lighted so it will stand out from the surroundings in an appealing way as well as identify the business quickly and be inviting to the potential customers. It influences not only a customer‟s original evaluation

of the facility as a place of business, but also his continual c ontinual impression of it.

India doesn‟t have many automobile manufacturers of its own. Most

of the Indian market sees automobiles of a foreign make. Many dealers and distributors take up tenders to help sell cars for the manufacturers. The manufacturer has no showroom of its own in India. Even Indian manufacturers sell their vehicles by means of the various distributors acting in the market.

The manufacturers however have a set of rules and conditions that the dealers have to follow in order to own a showroom. The rules specify the nature of service, requirements etc. the rules also specify the details of the showroom the dealer may own. If and only if the dealer is capable of satisfying all the rules and conditions is he/she entitled to own a showroom of that particular manufacturer.

The various dealers prominent in Kerala are, The Hilton group, Popular Motors, Marikar Motors, MGM and, Deedi to name a few.



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1.2 Hypothesis This dissertation shall be based on the following few hypothetical facts. These would help guid the study. o

With all the details and specifications for the showroom pre-decided by the manufacturers, the role played by Architecture in the success of a

showroom is negligible. o

In the eyes of a customer, the showroom is a space where one feels/experiences his vehicle the most apart from the times he is with it on the streets.

o

The glass façade for a showroom helps in attracting more customers and thereby helps improve sales.

o

Showrooms can only be limited to indoor spaces.

1.3 Aim This dissertation shall be aimed towards formulating guidelines and exloring techniques in architecture that would help in making a showroom more successful, and in the process also proving the significance of architecture in the success or failure of an automobile showroom.

1.4 Methodology The various factors to be considered in the basic design of a showroom shall be examined w.r.t the interiors and the exteriors of a showroom. Critically comparing the architecture between two showrooms of the same manufacturer by different dealers would help understand the role architecture plays in the success of the showroom. Litrature case studies would give an idea about the trends and techniques that are in practice inside as well as outside India.



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Part 2: The Showroom



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2.1 Components of a showroom A modern day showroom serves serves more than just imparting the potential consumer a feel of the car. It a complete automobile business center. Sales, licencing, insuring discussions negotiations etc. all come under the shelter of a modern day showroom. In addition to purchase related activities, some manufacturers have also gone to extents of making showrooms an assembly line, where one can customise the vehicle to suit his/her tastes. A showroom in turkey also has a track on its uppermost deck for test driving the vehicles. Innovative thinking towards better marketing would give numerous additions to a showroom. However, However, the basic needs needs and aras involved in a present day showroom can be listed.

2.1.1 The display area This is the most important part of the showroom where the pottential customer actually sees/experiences his car. The display area can cover upto 50% of the showrooms space in some cases.

This also is the area into which the visitor enters at first. Ensuring maximum visiblity of the display area from the exteriors adds to the success of the showroom.

This area is generally maintained barrier free sothat the visitors can move about freely in the space, and is more comfortable in analysing the vehicle. This space would be closely associated with other spaces which is concerns the visitors.



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Care to the last detail is taken in the design of this space. All other spaces in a showroom help support this space and its function.

2.1.2 The visitors lounge This

is

a

space

provided

in

a

showroom which allows to seat visitors before being attended to. This space can have in itself facilities like that of a television etc. A small coffee shop can be associated with this space.

Some manufacturers also include a kids play area near this space. It helps in generating a better impression and makes the customers feel more taken care of.

Business

related

negotiations

are

carried out on various discussion tables that are provided, generally within the display area. The seating for these tables could vary between 2 to 4.

2.1.3 The office space The office space is the area where the officials

of

the

showroom

are

housed.

Documents, records, finances, HR, meeting spaces, managers, and other related spaces come within this zone.

These spaces are generally kept out of bounds for the visiting customers. However there are some portions portions of the office office are opend



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to the visitors, as these spaces allow the visitors to take decisions and negotiate.

The office space could also house meeting and conference rooms which could be used by the staff for offficial meets.

2.1.4 The accessories store This is a space associated with both the display as well as the office space. Here is where the manufacturer showcases additional fittings that can be put on the automobile, and hence help customising the vehicle to suite his taste. Showrooms like that of Audi also sell Audi merchandize like clothing, bags etc wirhin the showroom. This is a very important space in a showroom as this space helps in completing the purchase of the vehicle. A vehicle without its accessories is incomplete.

2.1.5 The service area This space is one of equal signifince as the display area. This area is associated with the after sales service of the vehicles. It also covers a large area of the showroom. This area sees a dlot of technical detailing, and special attention to safty has to be paid to this area during design.



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Special care is to be taken in ensuring proper ventilation and lighting. The service area also has a separate and defined entry. This space would also have with it a small waiting area for the customers. The service area could also function independent of the showroom.

2.2 Important aspects that apt to be missed out 2.2.1 Lighting Lighting in a showroom is one of the most important aspects of a showroom that has to be given due attention during the design stage. Lighting can completely transform a space and help produce remarkable results.

Providing the space with Dramatic lighting

helps make the product in the

showroom or up on the stage stand out. It draws the customer's customer's eye to it. When selling a car in a showroom, lighting the car brightly, and lowering the lights around it helps make the car sparkle and reflect the light, thus making it stand out. The car shouldn't be too bright, but just warmly lit. The darkness around the edges of the car will serve to highlight it. Having a solid, dark colored backdrop behind the car helps contain the light that has been projected. This technique allows in bringing about dramatic effects not just to the vehicles but other products in the showroom as well.

Day light utilization must be taken into consideration, as there is generally a vast glass façade that allows in large amounts of natural light.



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2.2.2 Colour The colour used in the showroom should not dominate the presence of the car, rather, they should contribute to it and compliment the appearance of the vehicle. Colour can be effectively isef to create moods, and to enliven the spaces. Where warm colour create a friendly more cheery atmosphere, cool clolur impart a calm and serene feel.

The colours for the flooring can act as a backdrop for the cars especially when the showroom has a mezzanine floor, as the cars could be viewed from the top, hence special care must be taken in this aspect too.

2.2.3 Materials FLOORING

Common materials used for flooring include vitrified clay tiles (gloss and matte), thin set epoxy terrazzo and variations of it, terrazzo flooring, marble, granite, wood, and stone. The materials should be so chosen that they match the scheme and theme of the showroom. Materials can be used in combination with one and other so as to bring about a contrast. WALLS

There are many types of wall coverings, these include wood paneling, fabric, stone, mirrors, tiles, rough boards, brick in fact any material imaginable. Again the materials should be so chosen that they match the scheme and theme of the showroom. Paint is the cheapest means of decorating walls and can be used to bring about textures and various effects in colour. CEILLINGS

In showrooms with less height, the treatment given to the ceilings is very important. All the treatments and claddings for walls can be provided to the ceiling as well. When used innovatively, they can produce striking



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results. Steel beams can incorporate different patterns and perforations which can make a huge difference.

2.3 Methods of display 2.3.1 Cars displayed on the floor level of the display This is the most common manner in which to display the cars in a showroom, as it requires the lesser amount of space and the maneuverability of the vehicles in and out of the showroom is convenient too. It also allows versatility, as cars can be moved around to fill in gaps when not all the cars are displayed in the showroom. There is however a drawback in this kind of display, which is the difficulty in creating spaces that are exciting; also one has to heavily rely on lighting to enhance the appeal of the vehicle.

2.3.2 Cars displayed in elevated platforms and turn-tables Cars when displayed on elevated platforms or turntables are, literally „on display‟. These cars become focal points and help grab attention. These

kinds of display provide the cars displayed with a unique space for itself. Such spaces are generally put up for product launches and similar events, where the display object is the prime subject of the event. Cars displayed on turntables occupy a lot of space, as each car requires a circular space, the diameter of which is much more than the length of the vehicle on display. The turntables rotate slowly to allow observer to see the car from all angles, this feature lends an element of dynamism to the display object.



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2.3.3 Cars displayed on ramps Cars are usually displayed on ramps when the exhibit area has a large height and has mezzanine areas to display the vehicles; provided there is adequate space on the ramps leading to the mezzanines; doing so helps make even the circulation spaces interesting. In many cases, ramps simply leading to platforms on higher levels are used as display spaces to maintain a sense of continuity and to generate interesting dimensions in the showroom.

2.3.4 Cars displayed on different levels This mode of display is a very easy method which helps convert a potentially boring and flat display space into a one that is more dynamic and interesting, displaying cars on different levels and at different angles allow viewers a wider range of viewing options, many of which would be unconventional and unique.



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Part 3: CASE STUDIES



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3.1 BMW Welt, Munich, Germany BMW Welt is a multi functional customer experience and exhibition facility of the BMW group, located in Munich, near the BMW headquarters. It has been designed to present the current products of BMW, be a distribution center for BMW cars, and offer an event forum and conference center.



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Architecture of the BMW Welt. A structure with flexible and transparent rooms: In December 2001, following in-depth debates, the board of the BMW AG has voted in favour of the architectural concept by COOP HIMMELB(L)AU. The outstanding concept

of

the

BMW

Welt

is

characterised very much by the unique roof structure and the socalled Double Cone.

The 16,000 m² of cloud roof which emanates from the forming Double Cone is only carried by twelve hinged columns and creates the impression that it is floating. In its basic system, it consists of an upper and a lower girder grillage with a basic grid of five by five metres. Between the layers, diagonal struts are inserted which link the two layers of girder grillage, hereby creating a spatial supporting structure.

The Double Cone which protrudes prominently from the entire building acts as a powerful and dynamic eye-catcher. The cyclone made of glass

and

steel,

winding

upwards, ending in the roof which

is

suspended

freely,

floating just like a cloud, is created

by

a

dynamic

deformation of the two girder layers and constitutes one of the main supporting points of the roof.


design constrain in auto showroom

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