ShowIt
is China’s first upscale showroom from Bugatti
and is at the forefront of the premium appliance market in the country. The showroom in Dongguan—a modern metropolis in southeast China that connects Hong Kong to mainland China– is located at the center of a young urban development.
A place where retail and culture, city and nature collide, ShowIt offers a get away from the predictability of shopping into a new inspiration of italian culture.
The new Bugatti showroom is divided into various functional areas, which can be brought together and divided depending on requirements and mood.
Wood and warm tones gently complement the exposed steel and iron of the room dividers and furniture, creating an atmosphere that is clear, rigorous, yet warm and inviting.
Italian international design is paired with a local Asian footprint that shows the extraordinary originality of a fruitful collaboration.
The interior design conveys a sensual feeling of comfort and lightness, combines the organic and natural with elegance and emotional modernity.
Wood and warm tones gently complement the exposed steel and iron of the room dividers and furniture, creating an atmosphere that is clear, rigorous, yet warm and inviting.
Italian international design is paired with a local Asian footprint that shows the extraordinary originality of a fruitful collaboration.
The interior design conveys a sensual feeling of comfort and lightness, combines the organic and natural with elegance and emotional modernity.
Introduction area // view1
Memory container telling the story of bugatti and family.
The room is characterized by a large Bugatti logo, the light curtains and the shelves.
Showcase with museum-like character showing the special capabilities of bugatti in the range of handcraft, technology and design.
The shelves are a sort of micro architecture, a warehouse shelf, ornament and decoration.
The theme of the light transparent curtain and the shelves is shown throughout the whole showroom.
Introduction area // view 2
The `Introduction Area´ from the point of the `White Goods Area´.
The white light curtains separating the different rooms can be opened and closed automatically with a motor.
This way, the introduction area can be opened for the `White Goods Area´.
The video monitors in the introduction area can also be viewed from the `White Goods Area´.
A shared space can be created flexibly.
New products can be presented against the background of Bugatti’s history, technical know-how and design quality.
Sales, marketing, product developers can profoundly explain their strategy.
Material can be stored in the counter and brought to top at the required time.
White goods area // view 3
The `White Goods Area´ becomes a hybrid space.
2 kitchens are shown.
In the middle there is a large comfortable meeting table which can also become a dining table.
The meeting chairs are luxurious and oscillate between office and restaurant feel.
Furthermore, the use of Italian design icons are contemplated, such as the lights from the company Flos.
White goods area // view 4
The kitchen furniture is equipped with bugatti appliances,
hood, dishwasher, gas cook top, steam oven, freestanding refrigerator…
The surfaces of the appliances and kitchen surfaces are adapted to the respective aesthetic orientation.
The kitchen furniture can be stocked with all sorts of Italian delicacies.
Speak, discuss, eat, do business, breathe the italian culture and extra class.
We use the material of Fiandre architectural surfaces.
These surfaces are inserted in the shelves, so different kitchen trends can be quickly absorbed and also changed.
White goods area_ auditorium // view 6
The view out of the `White Goods Area´ towards the raised level surface and kitchen island. Here we can celebrate show cooking, we learn about cooking and get to know the kitchen appliances.
The seating is a playground, stimulating and modern, the kitchen becomes a stage.
White goods area_auditorium // view 7
View from the theatre seating to the kitchen island.
The seatings of the podium are costum made.
The space around the kitchen island is comfortable big,
it creates a place to take small snacks, to work on the kitchen appliances, or to look over the `chef’s shoulder´.
In the background the `White Goods Area´ with the meeting / dining table, always separable by the motorized curtains.
White goods area_ auditorium // view 8
Curtains that are different in transparency can provide a view to the outside.
Get nature into the interior, be aware of where you are.
White goods area_ auditorium // view 9
View from the auditorium to the bugatti shop in shop.
Squares, cafés, libraries, hotel lobbies, apartments,
the interior design of the bugatti demonstrates how important flexibility and agility are in today’s living world.
There is an increasing convergence of kitchen area and living area.
The shelf system / bar / hotel / store area / gallery
The shelf is used as an exhibition platform.
Photos from exceptional milanese architecture, taken from Andrea Martiradonna.
For the bugatti gallery the photos are printed on alu dibond.
Location: Dongguan, China
Client: Bugatti, Italy
Year 2019
Status completed
Program Retail, Office
Partner: Yoobao