Greenspace designs Toyota brand flagship in the UAE
Al-Futtaim Motors has opened a 14,000 sq m Toyota showroom in the Middle East called ‘the Wave’. Designed by Greenspace, the clean, crisp and modern retail and service space is spread across five levels and houses more than 80 new and used vehicles.
The building offers a series of customer zones, including a design studio for customers to specify their own vehicle accessories, colours and materials, a cafe, a play space for children complete with electric cars and 100m indoor track, a gallery, a handover lounge and a service centre.
The curved lines of the Wave exterior are echoed along the length of each floor by suspended white fins that are contoured from the front to the back of each floor.
“We want the entire space to feel as if it has been constructed from light waves, drawing the intensity of the exterior light through the building via the horizontal light contours on every floor” explains Adrian Caddy, CEO and founder of Greenspace.
The flooring on each level is shaped around two colours of large Italian ceramic slabs, creating a fluid space that feels ‘simple and mathematical yet soft and emotional’.
Herman Miller’s Public Office system, designed by Yves Behar, is used throughout the showroom, in red, grey and white to visually link with Toyota’s brand colours. ‘The Public Office system we have chosen to work alongside the digital screens does away with the need to create typical semi-enclosed sales desks in the product spaces that would disrupt the retail experience,’ says Caddy.
Digital screens on each floor provide customers with information and interactivity through multiple touchpoints. “We decided very early on to eliminate displays of printed brochures and other forms of traditional point of sale, in favour of a seamless digital experience guided by hosts in the service of customers” adds Caddy.
Escalators, moving walkways and lifts enable customers to explore the vast showroom with ease.
Al-Futtaim Motors’ vision of ‘passion for better’ provided the strategic focus and creative inspiration for all the architectural and interior elements.
“We decided very early on to eliminate displays of printed brochures and other forms of traditional point of sale, in favour of a seamless digital experience guided by hosts in the service of customers”
Adrian Caddy, Greenspace