Morgan Cars Beijing showroom is the first Morgan automotive showroom in China. It is the flagship store and role model for future brand development within the country. Morgan Cars is a privately owned British car manufacturer with around 100 years of experience in making traditional, hand-built sports cars. Although the cars are quite masculine in design, the project design brief we received from was all about the role of women in buying a car. Women are not only critical and well-informed buyers in the car industry, they also hold much influence on the final decision-making process.
Located underneath the grand stand of Gongti stadium, the driveway around the stadium gives customers the opportunity to test and drive the roadsters. The existing stadium structure has its own charm, the style of which we found fit well to the British brand. Morgan’s DNA is about craftsmanship and natural materials, minimised to what is needed for a sport car. Our design reflects this philosophy. Ceilings are kept open, walls are kept bare and two existing crossing beams out of steel are shown as part of the showroom’s environment. A bespoke display wall gives the open space an elegant background and a round hanging canopy creates an area for customers to feel comfortable and cosy within the exhibition. Several wall areas of varying sizes are dedicated to displaying the brand’s history, and more importantly its reception as a young stylish product – for men as well as women, for the British as well asthe Chinese.
摩根汽车的北京展厅是中国首家摩根品牌展厅。该展厅是摩根在中国的旗舰店，为品牌在中国未来的发展设立了典范。摩根汽车是英国私营汽车制造商，在传统手工跑车制造领域已拥有100多年的历史。虽然摩根汽车外观设计比较阳刚，但在接手设计项目时，客户的要求中强调了设计需要从女性消费者出发的理念，因为女性客户对车辆的最终购买决策起到了至关重要的作用影响。
摩根的品牌内涵在于精湛的工艺技巧和天然的材料，并在制造过程中尽可能将消耗降至最低。anySCALE的设计也遵循着这一宗旨内涵而进行展开。裸顶天花、简洁质朴的墙面、以及空间原有的两根钢制结构横梁都成为了展厅设计环境的一部分。定制投影墙为开放空间提供精致背景，圆形悬挂式天篷使客户在展厅内感觉到舒适。几面面积大小不等的墙面可展示出该品牌的历史沿革，更重要的是，无论对男性或女性，还是中国人或英国人而言，其前台设计都彰显了一个年轻时尚的产品。
