Photograph by June Young Lim, Courtesy of Hyundai

六月·林英年摄：现代的礼遇

架构师提供的文本描述。汽车商店，以前是汽车的主要销售场所，不再是汽车品牌的唯一场所，也不再是向顾客展示汽车的唯一场所。多渠道销售点使顾客在进入汽车专卖店前可以在品牌和车型之间进行选择，因此，90%的顾客已经提前选择了一种车型。在销售日益分散的压力下，为了应对消费者习惯的变化，汽车零售店日益成为市场营销和视觉品牌的空间。这反映在零售空间的设计上：无处不在的尖刻类型创造了品牌和产品的混合。

Text description provided by the architects. Car shops, formerly the prime sales venue for cars, are no longer the exclusive setting in which cars are branded and presented to customers. Multichannel points of sales enable customers to choose between brands and models before entering the car shop; as a result, 90% of the customers who visit a car store have already chosen a model in advance. Under the pressure of the increased fragmentation of sales and in response to changing consumer habits, the automotive retail store has increasingly turned into a space for marketing and visual branding. This is reflected in the design of the retail space: the ubiquitous vitrine typology has created a mish-mash of brands and product.

 Photograph by June Young Lim, Courtesy of Hyundai

六月·林英年摄：现代的礼遇

 Model © OMA

模型C.OMA

 Photograph by Silvia Sandor, Courtesy of OMA

由Silvia Sandor拍摄，OMA的礼貌

在韩国首尔为豪华汽车品牌创世纪设计了一家专卖店，导致AMO质疑汽车零售空间与销售环境的相关性，并进一步发掘其潜力。由AMO开发的创世纪空间同一性概念重新审视了汽车行业中传统的经销商规范。除了一个公开的销售和展示环境，AMO创造了一个商店设计，其中有一个更微妙的解压创世记的信息。继AMO对建筑与品牌互动的研究之后，创世纪江南商店将汽车展示视为策划者，打破了展示尽可能多的车型的普遍做法。为了强调汽车的设计和工艺，展出的模型被放置在灰色混凝土的中性背景下，并从上面被一个明亮的天花板照亮。

Designing a store for luxury automotive brand Genesis in Seoul, Korea, led AMO to question the relevance of the automotive retail space as sales environment, and to explore its further potentials. The Genesis Space Identity concept developed by AMO revisits the conventional norm of dealership in the automotive industry. More than an overt sales and display environment, AMO created a store design in which there is a subtler unpacking of Genesis’ message. Following AMO’s research into the interaction between architecture and branding, Genesis Gangnam Store treats car display as curation, breaking away with the commonplace practice of showing as many models as possible. To emphasize the design and craftsmanship of the car, the models on display are placed against a neutral backdrop of grey concrete and lit from above by a bright ceiling.

 Photograph by June Young Lim, Courtesy of Hyundai

六月·林英年摄：现代的礼遇

通常，汽车零售空间的设计包括大型橱窗商店，一目了然。相比之下，创世纪空间是一个逐渐发现的空间，它的内部设计选择了一个柔和的色彩和材料调色板，从而增强了这一空间。此外，为了使销售活动分散注意力，采购过程被放置在一系列独立的房间中。家具用与空间相同的颜色和材料混合到单独的房间中。

Typically, the design of an automotive retail space includes large window shops that disclose the interior in one glance. By contrast, the Genesis Space is a space of gradual discovery, enhanced by the selection of a muted palette of colors and materials for its interior design. Furthermore, to mute the distracting presence of sales activities, the purchasing process is placed in a sequence of independent rooms. Furniture is blended into the separate rooms by using the same color and material as the space.

 Photograph by June Young Lim, Courtesy of Hyundai

六月·林英年摄：现代的礼遇

AMO在设计创世纪江南专卖店时，重新审视了汽车行业传统的经销商规范。该商店的设计是为了照顾游客的需要，并为他们提供一个真实的，模拟的经验，是无法替代的数字技术。创世纪江南商店的设计为全球推广战略制定了一套指导方针；位于首尔的创世纪江南商店将是一种新的汽车零售概念的第一次应用。

For its design of the Genesis Gangnam Store, AMO re-visited the conventional norm of dealership in automotive industry. The store is designed to be attentive to visitors’ needs and provide them with an authentic, analogue experience that cannot be substituted with digital technology. The design of the Genesis Gangnam Store has resulted in a set of guidelines for a global roll out strategy; the Genesis Gangnam store in Seoul will be the first application of a new automotive retail concept.

 Program Boxes © OMA

程序盒(OMA)

 Photograph by Shinji Takagi, Courtesy of OMA

高城正(Shinji Takagi)摄：OMA的礼遇

 Concept Plan © OMA

概念计划(OMA)

 Photograph by June Young Lim, Courtesy of Hyundai

六月·林英年摄：现代的礼遇

Architects OMA

Location Seoul, South Korea

Partner-in-Charge Chris van Duijn

AMO Director Samir Bantal

Project Architect Shinji Takagi

Area 1410.0 m2

Project Year 2018

Photographs June Young Lim, Jay Jeon, Silvia Sandor, Shinji Takagi

Category Store