Simone Gemein
Car showroom Kö, Düsseldorf. FH Aachen (Germany)
The assignment of our diploma thesis was to design a car showroom presenting the automobile as a luxury article of our time in an adequate atmosphere.
These days, cars are not sold in the traditional way anymore. When competing for target groups and customers, the excellence and glamour of the brand are what matters. The intangibles of the brand need to be exposed while the Mercedes Benz downtown car showroom Kö becomes the supportive location.
Based on the values of Mercedes Benz – individuality, exclusiveness, and dynamics – the car showroom Kö enforces direct and distinctive experience as a new quality. When entering the showroom the customer is taken along into the world of automobiles. A room is created for Mercedes Benz’s attitude to life.
At this prominent downtown location, the building unfolds interaction of the exterior, interior, and interspaces. It encourages exploration, surprises and new impressions throughout all levels of the building. To wander, to see and to feel become the centre of attention. The interaction of the closed, introverted room and the extroverted showroom increases anticipation, supporting the joy and particularity of a Mercedes Benz automobile.
The car showroom Kö arises from its surroundings, elevating with closed and open levels. Embedding the showrooms in the front ascribes them particular importance. The structure and its monolithic components consciously contrast with its generous incisions, providing the building with a unique identity.
Taking the exterior inside creates a new experience: wandering through the interior while still being able to experience the skyline from the 4th level. Ramps connect the layers creating a continuum that encloses the visitor and guides into the building.
„Once motoring was something special. We take care that this lasts.” is the vision of Mercedes Benz. The car showroom Kö makes this vision tangible.
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