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Part 1: INTRODUCTION 3
1.1 Introduction 4
1.2 Hypothesis 6
1.3 Aim 6
1.4 Methodology 6
Part 2: THE SHOWROOM 7
Part4: RECOMMENDATIONS 30
Part 5: CONCLUSION 39
Annexure 1 43
Annexure 2 45
Part 1: Introduction
1.1 Introduction
Motored vehicles in human life dates back long ages. From being
just a luxury piece for owners back in its early days, an automobile has
grown in role, slowly turning itself into a necessary member of every family.
A motor vehicle has come to being owned by the poor as well as the rich.
The rich many times indulge themselves in the luxury of owning more than
one single vehicle.
sales associates at the car showroom. Further, the test ride opportunity is
also available at most of the leading car showrooms.Best car showrooms
take care of each and every need of the visitor viz-a-vis car purchase
1.2 Hypothesis
This dissertation shall be based on the following few hypothetical
facts. These would help guid the study.
o With all the details and specifications for the showroom pre-decided by
the manufacturers, the role played by Architecture in the success of a
showroom is negligible.
o In the eyes of a customer, the showroom is a space where one
feels/experiences his vehicle the most apart from the times he is with it
on the streets.
o The glass façade for a showroom helps in attracting more customers
and thereby helps improve sales.
o Showrooms can only be limited to indoor spaces.
1.3 Aim
This dissertation shall be aimed towards formulating guidelines and
exloring techniques in architecture that would help in making a showroom
more successful, and in the process also proving the significance of
architecture in the success or failure of an automobile showroom.
1.4 Methodology
The various factors to be considered in the basic design of a
showroom shall be examined w.r.t the interiors and the exteriors of a
showroom.
Critically comparing the architecture between two showrooms of the
same manufacturer by different dealers would help understand the role
architecture plays in the success of the showroom.
Litrature case studies would give an idea about the trends and
techniques that are in practice inside as well as outside India.
A modern day showroom serves serves more than just imparting the
potential consumer a feel of the car. It a complete automobile business
center. Sales, licencing, insuring discussions negotiations etc. all come
under the shelter of a modern day showroom. In addition to purchase
related activities, some manufacturers have also gone to extents of making
showrooms an assembly line, where one can customise the vehicle to suit
his/her tastes. A showroom in turkey also has a track on its uppermost deck
for test driving the vehicles. Innovative thinking towards better marketing
would give numerous additions to a showroom. However, the basic needs
and aras involved in a present day showroom can be listed.
This area is generally maintained barrier free sothat the visitors can
move about freely in the space, and is more comfortable in analysing the
vehicle. This space would be closely associated with other spaces which is
concerns the visitors.
Care to the last detail is taken in the design of this space. All other
spaces in a showroom help support this space and its function.
These spaces are generally kept out of bounds for the visiting
customers. However there are some portions of the office are opend
to the visitors, as these spaces allow the visitors to take decisions and
negotiate.
2.2.1 Lighting
Lighting in a showroom is one of the
most important aspects of a showroom that has
to be given due attention during the design
stage. Lighting can completely transform a
space and help produce remarkable results.
2.2.2 Colour
The colour used in the showroom should not dominate the presence
of the car, rather, they should contribute to it and compliment the
appearance of the vehicle. Colour can be effectively isef to create moods,
and to enliven the spaces. Where warm colour create a friendly more cheery
atmosphere, cool clolur impart a calm and serene feel.
The colours for the flooring can act as a backdrop for the cars
especially when the showroom has a mezzanine floor, as the cars could be
viewed from the top, hence special care must be taken in this aspect too.
2.2.3 Materials
FLOORING
Common materials used for flooring include vitrified clay tiles (gloss
and matte), thin set epoxy terrazzo and variations of it, terrazzo flooring,
marble, granite, wood, and stone. The materials should be so chosen that
they match the scheme and theme of the showroom. Materials can be used
in combination with one and other so as to bring about a contrast.
WALLS
There are many types of wall coverings, these include wood
paneling, fabric, stone, mirrors, tiles, rough boards, brick in fact any material
imaginable. Again the materials should be so chosen that they match the
scheme and theme of the showroom. Paint is the cheapest means of
decorating walls and can be used to bring about textures and various
effects in colour.
CEILLINGS
In showrooms with less height, the treatment given to the ceilings is
very important. All the treatments and claddings for walls can be provided
to the ceiling as well. When used innovatively, they can produce striking
Although this
case study is an
extreme example of
dealership, it has
several unique facilities
that can be studied
and used in any
dealership on smaller
scales, to enhance the
customer‟s experience.
The owners of this
dealership proclaim it
to be the „showroom of
the future‟, and one
could easily concur
after realizing the sheer
magnitude of the project. This is a showroom, brand, and events center all rolled
into one. The many attractions offered here enhance and enliven the experience of
visiting the site for all their customers and visitors. The combination of a vehicle
showroom, a brand and an event center, over a total floor area of 35,500 sqm.
makes the Mercedes world at Salzufer a public meeting place of considerable
scope. More than 200 events have been held here each year since its opening,
attracting people from all cultures and social groups, arts, politics and business.
The particular ambience of the Mercedes world owes its harmony of spaces
to technology. Visitors can view more than 300 exhibits as they stroll around a total
area of 14,000 sqm. They also get to view two climbing walls 20m high which are
water features.
The interiors
Nothing about the architecture of the Mercedes-Benz Museum is
quite what one expects For a start, visitors are Immediately transported by
one of the central bft In the entrance hall to the top level of the 475-meter-
high building. From this starting point they then set out on a voyage of
discovery along a spiraling route down to ground level that traces the
history of the automobile from Its beginnings to the present day.
The museum has no right angles: All walls and ceilings - some
rising as high as 33 meters - are either concave or convex and flow from
one to the other In gentle, undulating forms. with a total display area
covering 16,500 square meters, the museums nine levels offer the visitor a
truly dynamic spatial experience.
Having something special for the kids outside the regular play areas
would make the experience of coming to the showroom an exciting one even
for the kids. This can make a huge difference and influence the decisions made
by the parents of the kids, they would perceive the brand in a better manner.
Pass Road)
LOCATION:
The showroom is situated on
a site which has a potential of
developing to be a heaven for
automobile dealers as there are
many dealers of various
manufacturers who also have their
showrooms nearby. However the
Hilton Hyundai showroom here
stands apart and is a dominant
structure.
THE SITE:
The location has a good
road access, and the atmosphere
provided is suitable for testing and test driving cars.
THE INTERIORS:
The various spaces provided within include:
o Space for display of cars
o Back offices
o Accounts offices
o A cash counter
o The sales manager‟s area
o A customer lounge
o Kids play area
o Accessories section
o Discussion and meeting rooms
o A small pantry and toilets
The space has been maintained column free. The 30m span of
the front façade is unbroken by columns, thus bringing in more light to
THE COLOUR:
All the colors have been kept neutral. The walls are white, the
floor is cream colored. The discussion space has a blue carpet. All the
furniture here is blue in colour. The difference in colour for the
discussion space makes it prominent, and helps in giving the space a
definition.
The predominant colour theme here is the use of the blue and
white against neutral shades of beige and off white. The floor colour is
light grey. This helps in making the cars stand out with their true colors,
as these colors help in projecting the colour, rather than compete with
it. The same principles apply to the walls.
Trivandrum (Karamana)
This dealer center is located along the banks of the Karamana River,
adjacent the Karamana Bridge in the Nandilath building. The dealer center
has an attached service facility. The showroom is pretty small with a display
space just enough for 4-5 cars. There is no much exterior space here to
speak of. This showroom too, follows the standard norms laid down by
Hyundai India, in every aspect, be it materials, colors or layout etc.
LOCATION:
The showroom is situated towards the outer parts of the main city,
on the main road that leads towards Kanyakumari. This showroom doesn‟t
stand out, as there are many other prominent showrooms in its vicinity, a
prominent one being the Mahindra showroom which comes up as the
neighbouring building. This showroom also doesn‟t have a building of its
own; it operates in a rented space.
THE SITE:
The location has a good road access,
but poor parking facility.
The space provided for demo cars is
very limited. There is just enough
space to park the cars in a parallel
parking manner.
There is just a small patch of grass to
speak of as landscaping.
There is a workshop located towards
the rear of the site whose access is
through a small path that runs down
along the building, however the access is not prominent.
THE INTERIORS:
The various spaces provided within
are:
o Space for display of cars
o Back offices
o Accounts offices
o A cash counter
o The sales manager’s area
o A customer lounge
o Kids play area
o Discussion and meeting rooms
o A small pantry and toilets
o The showroom also houses
classroom facility for training fresh staff.
The discussion spaces are scattered. The visitors lounge is located
to a corner, slightly hidden from sight. The kids play area is not defined and
doesn‟t give a good impression about itself.
THE COLOUR:
All the colors have been kept
neutral. The walls are white, the floor is
cream colored. All the furniture here is
blue in colour. The difference in colour
for the discussion space makes it
prominent, and helps in giving the
space a definition.
The predominant colour theme here is the use of the blue and white
against neutral shades of beige and off white. The floor colour is light grey.
This helps in making the cars stand out with their true colors, as these
colors help in projecting the colour, rather than compete with it. The same
principles apply to the walls as well.
Both the Hyundai showrooms selected for the study were in the
same city, but belonging to different dealer groups. As both belong to the
same manufacturer, they have to adhere to the same set of rules laid down
by the manufacturer.
Both see the use of almost identical interior characters. The hilton
showroom has more floor area and display area, which is not the case for
the popular motor showroom.
The first impression one woould get of both the showrooms is very
different, where the hilton group showroom is hugely appealig and more
appealing to a visitor than the popular motor showroom.
Where one showroom is run in a rented space, the hilton group has
an independent building of its own
It should however be noted that the scale of both the showrooms
are different. The hilton showroom is a regional head while the popular
group has its regional head at Cochin. The popular group regional head
building is also a double height façade with a mezzanine floor. The design
of the two is almost idnentical.
Part 4: RECOMMENDATIONS
This is a modular,
mobile showroom. This
helps in taking the business
to the streets and not
limiting it to the showroom
premises. A vehicle is on
display and negotiations
can be made without the
need of going to a
showroom which may not
be available nearby. It helps
in taking marketing to the
masses.
The brand
terminal can be setup in
areas of mass gathering.
The present scenario
4.4sees the setting up of
small kiosks which would
attract only people who
are interested in making a
negotiation. A brand
terminal would be a well
designed module which
could showcase vehicles,
and also be carted
around. This would attract more attention and hence visitors than a simple temporary
kiosk. A brand terminal would find the Indian context ideal, as there is always an increase
in demand as well as purchase of vehicles with time and, more people tend to visit
showrooms. A brand terminal is a technique of taking the showroom to the people rather
instead of the general setting where one has to visit the showroom.
There is however a limitation in a brand terminal, which would be the number of
vehicles they could have on display.
The design of the terminal would be important as it would be essential to maintain
a standard design for terminals of a particular manufacturer. This would ensure that the
terminal stands out when put up with the rest.
Audi was the first to launch such a terminal, when it did so in Australia
in 2008. The terminal launched ensured that it followed the similar
architectural character as its showrooms all over the world.
Part 5: CONCLUSION
Marketing
It is clear from the above that no detail however trivial can be missed
so long as it is relevant to a customer, architectural concepts like access,
views, spatial arrangement, movement pattern, etc need to be effectively
applied at the design stage to enable/bring in customer friendliness. Many
showrooms that had good potential couldn‟t take off because emphasis not
given to these aspects. [examples-live]. Similarly concepts like position,
projection, site utilization, facilities etc would help the dealer in efficient
operation of his showroom.
Looking into the future, with space, energy etc becoming big
constrains, an architect‟s role in optimizing a design for a given
area/terrain/climatology etc can‟t be over emphasized. Energy efficiency
and operational efficiency would only contribute towards better market
share and growth.
ANNEXURE 1
Q: What were the points kept in mind at the design stage of this
showroom?
A: The entire design of this showroom was dictated and
directed by the manufacturers itself. We have no say in this matter. We
are handed a set of rules and guidelines which we have to adhere to in
order to be a dealer of Hyundai. This is the case with all the other
showrooms, of any manufacturer.
ANNEXURE 2
Chapter I.
Primary requirements
1. Primary requirements
The followings are the primary requirements for parts and service operation in India
for dealers to satisfy.
1) Service
(1) Service Shop Sufficient number of service bay based 'on the planned
service frequency.
(4) Mobile Service Car: At least 1 mobile service car per each dealer.
2) Parts
(4) Parts Stock: Sufficient Parts stock (at least 2 weeks) to cover the service
operations within the UIO of the territory.
Chapter II
Outside design
1. Planning the location
(1 )Planning the Location
For the establishment of a service shop, the selection of the location is an important
point which influences the convenience for the customers, and thus possibly the
number of vehicles coming into the shop and the profitability.
The first condition is that the location coincides with the service network concept
set by the distributor, and within this range, it is important to select a location for
which vehicles can be expected in the future and with a high degree of ease of
operation.
Grading of the site shall be easy, there shall be no fear of natural disasters like
flooding etc., and there shall be no obstacles. A high stress resistance of the
ground also is desirable.
• City properties
It shall be easy to obtain electric power, telephone lines, water, etc., and work
communication with related offices shall be easy. Public transport facilities also
shall be convenient, and it shall be easy to collect workers.
• Legal regulations
The legal restrictions by state and local authorities shall not be severe, and there
shall be no influence by future city planning, road plans, etc.
• Others
Inducement provisions provided by administration agencies.
Attention shall be paid to harmony with the environment around the site.
(5)Dealer entrance
The entrance sign board which can recognize easily should be installed near by the
entrance. The entrance should have enough width to pass the heavy duty trucks
each other.
Points
LOCATION
This space shall be located close to reception and not far from the main road.
SAFETY
Space, layout, etc. shall be taken into consideration so that there is no danger from
movement of other vehicles, etc.
OTHERS
These bays should have a roof so that vehicle can enter also during rain. (This
applies especially of the reception bay. A simple roof may be used) Incase of a
service shop with a medium or large scale, parking space for two or three vehicles
at the same time must be secured.
7. Parking Area
The parking areas can be divided roughly into parking areas for vehicles waiting .
for reception, for vehicles after servicing, for customers, for the company and the
employees, for new vehicles, etc., and as they all have a suitable length and width.
1) Reference Dimensions
2) Points
(1) LOCATION
The parking area for vehicles waiting for reception and the parking area for
customers shall be located close to the reception. The parking area for vehicles
after servicing should be located in front of the service bay.
Chapter Ill.
Customer area
1. Service lobby and Reception I Guest room spare
This is the place visited first by the customers, and it can be called the face of the
service shop. Reception and lobby shall be close to the main road so that the
customers can enter easily, it shall have easy access to the service shop area' and
the parts storage so that the service adviser can control the entire service shop
easily, and it must be arranged under consideration of the flow of customers and
vehicles.
A Guest room space also must be provided for calm correspondence when the
talks with customers shall take a long time.
1) Reference Dimensions
Small scale 8 m2
Medium scale ~
Large scale 24 m2
2) Points
(1) IMAGE IMPROVEMENT
As this is the first place visited by the customer, a standardized HINO Service Shop
design and layout is used to provide a bright and clean impression and to improve
the image. Please also use standardized guidance signs, etc., which can be
understood easily by the customer. For details, refer to "Service Shop Image
Improvement Manual, The Unification of Service Shop Image".
(2) COUNTER
The counter can be either a low counter, where the customer and the service
advisor sit together, or a high counter, where both are standing. A low counter
gives the customer the impression of comfortable reception, while a high counter
gives an impression of speed. A combination of low and high counter also is
possible.
Chapter IV.
Spare parts warehouse
1. Spare parts warehouse layout
Chapter V
Service shop
1) Foundation
As the foundation strength
influences floor settling,
subsiding, etc., the required
work must be executed
according to the application
of the use location and the
degree of weakness of the
subsoil. Especially when the subsoil is weak and subsiding is to be feared, piling
must be executed. Floor cross section structures and samples for piling are shown
below depending on the pressure strength and the difference in the subsoil, but as
the weakness of the subsoil also is involved, there are no standard values and only
reference values, so that the work should be executed on the basis of consultations
with the construction company.
2) Floor
The service shop floor is exposed to jack-up loads, impact from dropped tools,
welding sparks, oil outflow, and various other use conditions, causing unevenness,
contamination by oil, etc., and this not only lowers the work efficiency and impairs
the work safety and the servicing quality, but it also gives a bad impression to the
customers and even may lower the moral of the mechanics.
Accordingly, resistance against these severe use conditions is required for the floor
material of a service shop, and it is desirable that the floor surface should be
influenced by oil etc. as little as possible."
(1) Point
FLOOR SURFACE
The type and construction of the floor material to. be used are decided according
to the use place and the application. When the floor surface is only concrete, early
damage from insufficient surface hardness and decrease of the concrete strength
from permeation of oil may occur. Accordingly, these problems can be avoided by
using alloy reinforced concrete or hardening resin etc.
Various materials and methods presently are being developed for the floor surface
by floor material makers, and these can not be described in a few words, but the
main types and work methods, as well as their characteristics etc. have been
consolidated on the next page for reference.
2.
1 Recommended Dimension
Service shop entrance height: 4.5 m ~ 5.0 m
Height inside the service shop: 8 m (full dump truck height 6.7 m +
overhead crane etc 1.3 m)
The required height differs in areas where entry of large dump trucks in not
expected, etc. The dimensions must be decided after investigating the situation in
the area, the future work contents for the service shop, and the vehicle types to be
handled. For example, a service shop especially for busses will look as shown in
the following figure.
2 Recommended Dimension
Service shop entrance height: 4.5 m ~ 5.0 m
Height inside the service shop: 5.5 m ~ 6.0m
Install a manhole with sand separator, an oil/water separator tank, etc. as waste
water treatment equipment.
ROOF
A general washing bay should have a roof for prevent inflow of rain water.