ORIENTAL STUDIO UTILISES THE INTERIOR DESIGN TO EMPHASISE THE QUINTESSENTIAL CHARACTER OF EACH MERCEDEZ-BENZ CAR MODEL AND THE CONCEPT OF ‘TOPOGRAPHY AND SKY’ THAT REFLECTS THE BRAND’S IDENTITY
TEXT: KITA THAPANAPHANNITIKUL
PHOTO: RUNGKIT CHAROENWAT
(For Thai, press here)
Primus Autohaus is the latest Mercedes-Benz dealership in Thailand with showrooms that have been chosen by the Mars202 project as one of the model showrooms. Primus Auto- haus’ showroom is designed with an objective to refresh the image of vehicle showrooms to be more contemporary, both aesthetically and functionally, in order to better meet customers’ changing demands and behaviors
Graft, a German design company responsible for the conceptual design, Fitch, a British practice assigned to manage the experience design, and Oriental Studio, who are respon- sible for the architecture, collaborated to develop the design concept. The partnership has resulted in the creation of a comprehen- sive design guideline under the ‘Topography and sky’ concept, which conveys superior automotive design and advancements with a contemporary aesthetic
In the grand scheme of things, the exterior design of the building alludes to the meaning of ‘Topography and sky,’ translating the concept into the bottom portion of the walls being painted in pitch-black color, which represents the earth, and the silver aluminum composite facade’s gradual gradient, which reveals the showroom’s interior, and represents the sky. The two sections are separated by a skyline depicted in the form of the strip window’s natural, flowing lines, with the Mercedes-Benz brand standing out like a dazzling star in the midst of the night sky.
Utilizing wood, the building’s welcome space is warm and inviting. The curving lines are still discernible in the floor plan, ceiling lines and patterns. The strip lights are placed in various areas, transmitting the emotions and feelings that characterize each model of the brand’s products, such as the usage of red light in the display area for the AMG series to symbolize its high performance and aggression. Meanwhile, the area where EQ series vehicles are shown is illuminated with a neon blue light to represent technology and cutting-edge innovations. In accordance with the project’s architectural idea, additional colored lights and the circular ceiling pattern convey the sky
