SODA建筑师事务所 | BMW i Showroom

人

设计的核心

People

Core of the design

SODA坚信“设计的核心是人的体验”，致力实践数实融合空间，探索空间交互的高品质与多维呈现。

BMW i品牌关注“人本科技与自然永续”，其SHY TECH美学倡导科技应当恰到好处地为人服务，而非被过度彰显。

BMW i Showroom 即是以“人”为中心，二者交织出的答案。

SODA believes that “the core of any design is people’s experience, “ and devotes itself to practicing digital and real space integration, exploring spatial interaction with top quality and multi-dimensional presentation.

The BMW i focus on “human-centered technology and the sustainability of naturality”, whose SHY TECH aesthetic advocates that technology should serve customers appropriately, rather than being overstated.

BMW i showroom is the solution in balancing user experience and technology.

人

交互体验

People

Interactive experience

深圳欢乐港湾，是临海的黄金商区。项目选址于此，我们希望其打造为一个有机的场所，赋能BMW i品牌，增益在地生活。

因此，我们要构筑的不只是一个高品质空间，更是以人为本的全方位优质交互体验。

进店之前，数字化体验旅程就已开始。

OCT harbor in Shenzhen is a prime commercial district near the coast. The project is strategically located on this site. We hope it will become an inspiring and innovative place to empower the BMW i brand image and benefit the local lifestyle.

Therefore, we are not just constructing a premium quality space, but also a human-centered comprehensive quality interactive experience.

The digital experience journey begins before you even enter the store.

▲外立面与顶部天花的视觉体验 Visual experience of the facade and overhead ceiling

迎宾立面覆盖“BMW i车型前进气格栅的经典菱型元素”为母题的半透明幕墙，以动态流转的当代光电艺术，与城市产生对话。

在SODA对空间交互的理解中：外立面不应是区分的隔墙，而是交流的介面。

进入店内，体验的核心是覆盖整个店铺的超规格光幕。

它在提供良好车辆展示照明的同时，也为人们带来了以“BMW i车型自然灵感”为主旨的沉浸式感官享受：或是站在车前，欣赏定制车漆被晚霞照耀的瑰丽，或是坐在真皮座椅上，品位从天窗望着白云的惬意……取韵自然，凭依数字媒体艺术，让人们在方寸间感受林泉山海。

The welcome façade is covered with a translucent curtain wall with the motif “ Classic diamond-shaped element of the BMW i model front grille”, which creates a dialogue with the city through the dynamic flow of contemporary photoelectric art.

In the understanding of SODA’s spatial interaction： the fa?ade should not be a dividing wall, but an interface for communication.

Entering the store, the centerpiece of the experience is the super-spec light curtain that covers the entire store.

It illuminates the vehicle while providing an immersive sensory experience based on the theme of “BMW i models inspired by nature”： standing in front of the car and admiring the magnificence of the custom paintwork illuminated by the evening sun, or sitting in the leather seats looking at the white clouds from the sunroof…… rhymes with nature and relies on digital media art, offering people to sense the forest, springs, and mountains in the limited time.

▲顶部天花数字媒体内容 Digital content to be displayed on the overhead ceiling

而承载智能购车体验的主体空间，也向人们诠释了“BMW i车型原石切割”的设计美学：线条简洁而具有动势，以干净利落的体块，统合结构与功能。

The main space, which hosts the intelligent car purchasing experience, demonstrates the design aesthetics of the “BMW i” model： clean and dynamic lines that unite structure and function in a clean and concise volume.

人与自然

全周期的自然关怀

People and Nature

Full cycle environmental caring

SODA和宝马一样，对出品有着全周期的关注。

我们在对BMW i车型全周期生产流程的调研中，了解到车体玻璃是一种“有着鲜明技术特征及大量回收需求”的材料。通过与厂家合作的工艺实验，我们制作出以废旧车体玻璃作为骨料的水磨石地砖。资源循环的同时，更将产品技术以直观且富有质感的方式表达出来，成为BMW i Showroom的记忆点与传播点。

SODA, like BMW, has liable responsibility in terms of production.

During our research into the life-cycle manufacturing process of BMW i models, we learned that body glass is a material with “distinctive technical characteristics and a high demand for recycling”. Through process experiments in cooperation with the manufacturer, we fabricated terrazzo floor tiles using used car body glass as an aggregate. While recycling resources, the product technology was expressed in a visual and sophisticated way, making it a memorable and communicative feature of the BMW i Showroom.

▲回收材料的循环利用 Recycling of reclaimed materials

项目的其他选材工艺，也无一例外贯彻了宝马对自然永续的坚持：

墙面材料采用了高机能且环保的特卫强，家具及展示道具也全部经过环保认证……

The other materials chosen for the project, without exception, implement BMW’s insistence on sustainability responsibility.

The wall materials employed an advanced functional and environmentally friendly material, Tyvek, as well as environmentally certified furniture and display props ……

与人联通

设计的未来

Interconnecting with others

The Future of Design

在SODA的设想里：未来的空间是可以与人对话的。它将是动态的，变化的，随着人们的需求而变，随着时光流转而变。未来的空间还将越过实体边界，为人们带来连通不同次元的超维体验。在这样的设想下，为展示令人印象深刻的具象环境，表达抽象的品牌理念，提供了更多可能。“BMW i深圳”从BMW i品牌理念出发，以多维体验引导用户，探索品牌描绘的理想图景，以空间交互赋能销售，升级数字时代的商业场景。融合线上线下旅程，走向高品质全域用户体验，SODA携手“BMW i” ，驶入未来。

In SODA’s vision： the future of space is conversational. It will be dynamic, and variable, responding to people’s needs and evolving over time. The future space will also transcend physical boundaries and provide a hyper-dimensional experience that connects people to different dimensions. This vision provides greater possibilities to showcase impressive figurative environments and express abstract brand concepts. ‘BMW i Shenzhen’ starts from the BMW i brand concept, navigates users with multi-dimensional experiences, explores the aspirational vision defined by the brand, empowers sales with spatial interaction, and upgrades the business scene in the digital era. Integrating online and offline journeys towards a high-quality all-area user experience, SODA joins hands with “BMW i” to drive into the future.