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.
