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BMW100周年宝马摩托车亚洲旗舰展厅设计

©梁哲

大为建筑设计公司David Ho Design Studio在2016年BMW100周年之际交出了他们历时两年的最新设计案：北京德悦行宝马摩托车亚洲旗舰展厅BMW Motorrad Asia Flagship Showroom。根据BMW摩托车亚太及中国区总监岳迪明 (Dimitris Raptis) 先生说这是亚洲面积最大的旗舰展厅。从建筑设计到室内布局里外均由大为设计操刀，证明了他们强大的全方位设计实力。

David Ho Design Studio, a major architectural design company, presented their latest two-year design proposal on the occasion of BMW's 100th anniversary in 2016: the BMW Motorrad Asia Flagship Showroom at the Beijing Deyuehang BMW Motorcycle Asia Flagship Exhibition Hall. According to Mr. Dimitris Raptis, Director of BMW Motorcycle Asia Pacific and China, this is the largest flagship exhibition hall in Asia. From architectural design to interior layout, both inside and outside are designed by Dawei, proving their strong all-round design strength.

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项目名称：BMW宝马摩托车亚洲旗舰展厅-北京德悦行BMW Motorrad Asia Flagship Showroom

项目地点：北京顺义

项目面积：3200 m2

BMW100周年宝马摩托车亚洲旗舰展厅设计
BMW 100th Anniversary Asian Flagship Exhibition Hall Design for BMW Motorcycles

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项目位于北京金港汽车公园内，金港汽车公园是爱车人士的天堂。园区包括一个4驱越野场地，汽车露天电影院，汽车旅馆，20多家汽车/摩托车经销商，还有专业级的标准赛道，曾举办过许多国际赛事，例如2014年世界房车锦标赛2014’s World Touring Car Championship season赛和2011年世界锦标赛2011 FIA GT1 World Championship season。因此项目定址于此园区内是最佳的选择。

The project is located within Beijing Jingang Automobile Park, which is a paradise for car enthusiasts. The park includes a 4-wheel drive off-road venue, a car open-air cinema, a motel, over 20 car/motorcycle dealers, and a professional standard track. It has hosted many international events, such as the 2014 World Touring Car Championship season and the 2011 FIA GT1 World Championship season. Therefore, locating the project within this park is the best choice.

©梁哲

基地面积1500平方米，三层楼面积总共3200平方米。一层主要是BMW摩托新车展示区，展示及销售宝马摩托车在中国销售的全系车型，还有宝马骑行装备品牌精品区，配件区，服务和维修车间，及咖啡交流区。二层是开设了大型的自由交易区、改装车间、VIP室，可以将闲置装备带至活动现场自由交易或登记寄售，及更多的骑乘用品区。三层为员工办公室。

The base area is 1500 square meters, with a total area of 3200 square meters for three floors. The first floor mainly consists of a BMW motorcycle new car display area, showcasing and selling the full range of BMW motorcycle models sold in China, as well as a BMW cycling equipment brand boutique area, accessories area, service and maintenance workshop, and coffee exchange area. The second floor is equipped with a large free trade area, modification workshop, VIP room, which can bring idle equipment to the event site for free trading or registration and consignment, as well as more riding equipment areas. The third floor is the employee office.

©梁哲

进入展厅的第一个视线焦点是悬吊在5米高天花上，长度25米的超大半透明印刷喷绘。通过内置LED灯具，使前后三层交错排列产生虚实交汇的效果。影像从城市到大自然，寓意宝马骑士精神无所不在。也传达摩托车冒险精神给客户。在展示区最多可以同时展示十七台新款摩托车。

The first focus of view upon entering the exhibition hall is the oversized translucent printing and spray painting hanging on a 5-meter-high ceiling, with a length of 25 meters. By incorporating LED lighting fixtures, the front and rear three layers are arranged in a staggered manner to create a virtual and real intersection effect. Images from cities to nature symbolize the ubiquitous spirit of BMW Knights. Also conveying the spirit of motorcycle adventure to customers. At most seventeen new motorcycles can be displayed simultaneously in the exhibition area.

©梁哲

整个展厅的颜色以白色加橡木棕，是宝马Life Style全球一致的色调。不同于大多数的其他摩托车品牌在笼罩重金属的感觉中，这样的清新风格给出了解摩托车的另一个新途径：更加连接自然，愿意保护环境。贯穿整个展厅暴露建筑结构桁架的天花与摩托车外露的金属机械车体

骨架产生协调一致性的美感。

The color scheme of the entire exhibition hall is white and oak brown, which is a globally consistent color scheme for BMW Life Style. Unlike most other motorcycle brands, which feel shrouded in heavy metal, this refreshing style provides another new way to understand motorcycles: to be more connected to nature and willing to protect the environment. The ceiling of the exposed building structure truss running through the entire exhibition hall and the exposed metal mechanical body skeleton of the motorcycle create a harmonious and consistent aesthetic feeling.

©梁哲

其他空间例如展厅可以兼多功能活动空间，一系列小的聊天沙发区，咖啡柜台，休闲非正式讨论区。何大为希望规划这些空间提供客户舒适的消磨时间和放松。同好者相互闲聊中既可以听别人的摩托车故事也可以说自己的骑行故事。让客户按照自己的节奏与摩托车对话。所有这些不同属性的空间穿插在整个展厅营造氛围都在是增强宝马摩托车生活的文化。

Other spaces such as exhibition halls can also serve as multifunctional activity spaces, a series of small chat sofa areas, coffee counters, and casual informal discussion areas. He Dawei hopes to plan these spaces to provide customers with comfortable time and relaxation. Friends can listen to other people's motorcycle stories and share their own riding stories while chatting with each other. Let the customer have a conversation with the motorcycle at their own pace. All these spaces with different attributes intersperse throughout the exhibition hall to create an atmosphere that enhances the culture of BMW motorcycle life.

©梁哲

精品区提供的商品及配件展示平台，货架使用穿孔的面板加挂臂支持，使各种不同类型大小尺寸的产品都可以得到非常好的展示效果。如此，从建筑到室内到产品，无时无地都感受到一气呵成的宝马品牌。这样满足客户想要拥有的欲望并创造了丰富的品牌体验。正如宝马摩托车slogan体现的“MAKE LIFE A RIDE”。

The boutique area provides a display platform for products and accessories, and the shelves are supported by perforated panels and hanging arms, allowing various types and sizes of products to be displayed very well. In this way, from architecture to interior to products, we can always feel the seamless BMW brand everywhere. This satisfies customers' desires and creates a rich brand experience. As reflected in the BMW motorcycle slogan, "MAKE LIFE A RIDE".