Through design concepts that displayed creativity and imagination, anySCALE won the pitch to design Mercedes-Benz's first three exclusive showrooms for its fully-electric compact luxury SUV, the EQC.
Before settling on the central design concept, it was essential to consider the brand's essence for moving into the electronic car market. In 1886, Carl applied for a patent for his "vehicle powered by a gas engine." For Mercedes, the EQC echoes the same sort of technological revolution, a new beginning for the next 130 years.
"Our idea was to create something unforgettable," says anySCALE Managing Partner, Andreas Thomczyk. "If you have a new product, it needs to leave an impression."
In short, the new showrooms needed to be completely different from what had gone before. The SUV concept has its roots as an outdoor alternative to a regular family sedan or wagon. So the team looked at large-scale art, taking inspiration from the art installations of Olafur Eliasson and Anish Kapoor.
"I had a vision of the EQC in a rough, almost empty environment," says Thomczyk. "I was thinking about art galleries where the artwork stands out but in a space that's rougher."
The flagship showroom is in a new high-end shopping mall on the World Finance Center's ground floor in Beijing. The exterior looks out over an intersection with a large LED screen on top, showing brand logos and product videos. There are two main entrances, and the space is big enough to house three cars.
To highlight the cars better as focused works of art, the team installed black island flooring where the cars sit, illuminating them from all angles. Smooth curved lines separate both floors, which are bordered by custom-designed blue strip lights. The back wall features large display screens also custom-designed for easy brand scaling. The screens are mirrored on the EQC's dashboard, broadcasting ads and sharing information with customers.The color scheme is a dark chocolate metal that mostly features the sides, including in the kitchenette and sofa area, which serve as casual talk stations.
凭借创新十足的设计概念，anySCALE一举获得梅赛德斯-奔驰首批三家纯电动SUV系列展厅的室内设计任务 - the EQC。
在正式启动概念设计前，去宏观思考梅赛德斯-奔驰迈向电动车市场将对该品牌在中国汽车市场上产生的深远影响，是尤为重要的。正如卡尔·本茨（汽车之父）于1886年以汽油内燃机为引擎申请了专利那样，EQC系列的面世同样意味着是一场科技革命，亦为该品牌未来130年的发展翻开全新的篇章。
anySCALE执行合伙人Andreas Thomczyk言道：“我们的想法是打造令人印象深刻的设计。特别是当你做一款全新产品的展示时，它需要令人过目不忘。”
新展厅的设计需要打破常规，颠覆已有的陈列模式。该款SUV的设计初衷是可以取代轿车及旅行车，为家庭提供更具户外越野功能的出行方式；因此，我们的设计团队从大型的艺术展陈作品中寻找线索，由Olafur Eliasson 及 Anish Kapoor 的艺术装置作品中汲取灵感。
Thomczyk称：“我想把EQC系列放置在一个纯粹甚至是空旷的环境中，就像美术馆中的艺术作品那样，透过纯粹极简的空间衬托，令艺术品本身更为惊艳。”
梅赛德斯-奔驰旗舰展厅落址于北京环球金融中心新建的高端购物中心一层。店面正对繁忙的交通路口，门头上方巨大的LED屏幕用于产品资讯的播放以及品牌LOGO的展示。参观访客可通过两个主入口进入展厅内部参观浏览，展厅总面积可容纳三辆展车的陈列。
为了像凸显艺术品那样着重打造新车展示的视觉焦点，anySCALE团队特意将汽车展示区打造成黑色的岛屿地带，并透过多维度的照明营造全方位的氛围体验。整体地面通过一条柔和的曲线被切割成两层，天花上定制蓝色条形灯的排布分区也跟地面做了完美呼应。空间的背景墙为巨大的定制化展示屏幕，用于多维度的品牌产品展示与推广。屏幕上的展示内容也被同时镜像展示在EQC系列的仪表盘上，与客户分享品牌广告及产品资讯。除此之外，空间的其它辅助工区以深巧克力金属色为主，包括开放厨房及沙发区等，为休闲的洽谈与社交提供了舒适的角落。
