Designed by Melbourne-based agency, Jemson, the 200sqm store sets a new standard for the automotive industry, and opens the doors to a new sector yet to be capitalised on in Australia.
The store blends the traditional dealership showroom with retail elements thrown into the mix, showcasing BMW vehicles, BMW motorcycles, BMW apparel and accessories, and its motorcycle apparel line, Motorrad riderwear.
Motorline Group dealer principal, Craig Rose, says the luxury store provides his dealership with additional exposure in terms of lead generation and brand awareness.
The aim of the store is to increase the ease of contact with customers and prospects, increase the services and benefits offered, and enhance the experience at all touch points with the brand and dealership.
“We wanted to create a new and innovative retail experience that brings the BMW brand and products to life for both our existing customers and prospective clients,” Rose said.
Situated alongside some of the centre’s biggest names including fashion house, Chanel, and tech giant, Apple, passersby are greeted by the store’s protruding 7.5 tainted glass archway.
In line with BMW’s branding, the entrance is made of glass with a mirror finish, with its iconic BMW symbol hard to miss.
Wanting to give the public a sense of “visual openness”, the store uses a combination of bright lighting, reflective mirrors, and high gloss surfaces along the floor and on the walls. Its white-based colour scheme also allows the luxury product to speak for itself.
The store’s 5m entrance enables up to 90 per cent of the store to be viewed from the outside, with highly polished porcelain tiling, glossy white walls, and LED lighting located throughout, creating an even greater sense of space for customers.
“The entrance is a huge positive to the store, and you’re able to view all of the store from the entrance,” explains Andrew Molnar, director at Jemson.
“There’s always challenges when designing, one of them was having to incorporate the corporate dentity of BMW into the store design,” Molnar says.
“We’re used to working with a dealership, and to bring two cars into a retail store wasn’t the easiest task, but I think we managed to do really well with it.”
Inside, the store’s spacious fitout is divided into two sections, the left side of the store dedicated to the brand’s BMW offering including its lifestyle and accessories range, while the opposite side is focused on the motorcycle division, Motorrad, and its ridewear apparel.
Different fixtures, materials, and finishes separate the two sections, with BMW’s flooring made up of Sepelle veneer, a product exclusive to BMW showrooms.
Motorrad takes on a grungier look, framed by American oak paneling.
“We created an innovative merchandising system to enhance the store concept. The way the product is displayed it really comes out to you.”
“The back feature wall is another really strong element of the store,” says Molnar.
And, if deciding which BMW to drive away in becomes all too much, customers can kick up their feet at Motorline’s instore coffee bar.
Neighbouring the coffee bar is what could be seen as Motorline’s showroom area, with desks and lounges set up for potential buyers. While there is not a heavy use of technology in the store’s fitout, digital screens are used above the showroom area for promotions.
A 1.5mx1.8m changeroom is relatively tucked away towards the back of the store.
“It’s a changeroom for kings. The lighting on the inside of the changeroom highlights all the trims, and there is a mirror and sit down bench inside. The mirror is lit up all the way around to give a halo effect.”
And if you thought the luxury service was just offered instore, you would be mistaken. As part of the Motorline’s retail service, customers can also have their vehicles valet parked in Motorline Valet.
This article first appeared in Inside Retail Magazine’s February/March 2014 edition.