anySCALE designed the BMW iSpace for the urban environment of Hong Kong, inviting the daily traffic of office workers to relax in the comfortable showroom. Lights, layers, and mirrors were integrated throughout the CI design to accentuate the space and highlight BMW’s latest electric vehicles.
The flexible façade, created by shining colored lights through layers of semi-transparent glass, stands out amongst the glutton of shop fronts, beckoning visitors towards its recessed entrance that offers protection from the city's frequent rain. Inside, a warm coffee bar greets visitors who are welcome to sip their beverages in the cozy lounges amongst the vehicles and LED displays. To promote BMW’s new Mini E and BMW E vehicles, separate product niches were created between the pillars of the showroom, using metal mesh and mirrors to make the spaces larger and more abstract.
Radial metal mesh panels and lighting were added above a curving road to accentuate the unique semi-circular shape of the showroom. This installation overlays a rugged industrial roof, which contrasts with the design’s rich craftsmanship. One vehicle display (inspired by French artist Daniel Buren) features vertical strips of mirror layered along the curved wall, offering interesting reflections from different angles. From the wood paneling of the corporate lounge to the recreated BMW hood and stone basins of the restroom, the finishes are precise and pure. Light greys and soft blues set the tone for this elegant corporate interior.
The BMW iSpace reflects anySCALE’s innovation, rethinking the way attractive showrooms are designed for the next generation of customers.
