ORIENTAL STUDIO OFFERS MEMORABLE EXPERIENCE FOR THE EXPERIENCE CENTER BY INCORPORATING FUTURISTIC INNOVATION WITH A SENSE OF NATURE
TEXT: KITA THAPANAPHANNITIKUL
PHOTO: RUNGKIT CHAROENWAT
(For Thai, press here)
GWM, or Great Wall Motor, is a Chinese automaker renowned for its electric car inno- vations, with one of their electric car models, the ORA Good Cat, garnering popularity in Thailand. GWM positions itself as a major competitor in the electric vehicle sector. Through research, surveys, and the incorporation of novel technologies, GWM provides users with a one-of-a-kind driving experience with vehicles that are meant to be “customer- centric” for everyday usage
As GWM is a relatively new brand in Thailand, the design of the GWM Experience Center fo-cuses on creating brand recognition among the general public and communicating the busi-ness’s environmental and electric vehicle technological stances. The 1,638 square meter space occupying two levels of the Iconsiam Shopping Mall contains a versatile program designed to support a variety of activities that provide users with fresh and engaging experiences.
The design is the result of a collaboration between GKE Global Knowledge, and it begins by giving the space an ‘identity’ by incorporating the physical attributes of the ‘fillet’ in the logos of the GWM brand and automobiles. These straight lines with curved corners are utilized to define various aspects of the space, including material boundaries, the transformation of lines into functions such as the steps of a staircase, the pattern of the ceiling, and even the termination point of a material. The interior design is comprised of three primary materials, ‘White & Details,’ ‘Metal,’ and ‘Natural Element,’ conveying the confluence of environmental and automotive technologies.
The layout is realized as a ‘sharing space.’ The center of the third floor serves as a multi- functional area, surrounded by a succession of walkways and activity spaces, including exhibition areas, meeting rooms, lounging spots, and locations where the brand’s inno- vations are displayed with the help of LED Globe and LED Touch Screen. The third floor is intended to introduce those unfamiliar with GWM to the brand through new experiences. The uniquely-shaped staircase and slider connect the third story to the fourth floor, which contains additional private functional areas, including a café, co-working space, co-kitchen, and outdoor terrace.
Among the appeals of GWM Experience Center are gimmicks integrated as a part of the interior, such as the slider that leads children and parents to the fourth floor, the chairs at the outdoor space that can function as a large chess board, and the incorporation of green spaces into the center’s futuristic atmosphere. These activities and spaces are combined to create fresh, fun experiences that create a favorable impression of the GWM brand, and transform the center into something so much more than just a car showroom, but rather a place that places extra attention and focus to those who are interested in GWM’s products
