The representatives of the Hyundai company came with the intention to improve the overall presentation of their brand in the Czech market.The object of the car showroom is largely underestimated in Czech Republic. Situated usually on the periphery, it often tends to have an exaggerated form. Vast glazing allows to observe exposed objects from the outside, but the visitor inside the showroom may be distracted by looking out at the disordered surroundings. Frequent use of glossy materials perhaps gives a feeling of luxury, but often it inappropriately competes with exhibits – automobiles. Another problem is the use of bold colours and insensitive handling of lighting. If one strips away brand logos that give the showroom its identity, the architecture of different car brands may coincide.
Limited by the fact that a great part of the Hyundai showrooms is already standing, we propose a conception that is available not only for new buildings but also for adaptations of existing objects. The basis of our proposal is the general idea that more important than the building itself are exposed automobiles. At the same time we try to somehow indicate, where Hyundai has come from. By using curtains both in the interior and exterior, the new brand image gained a clear and almost theatrical look. Textile is a significant part of the architecture of Southeast Asia from Indonesia to Japan, it is as important as concrete, wood or glass. The principle of exterior curtain attracts the potential customer by the atmosphere of mystery and uniqueness and at the same time it eliminates the negative influence of view from inside to periphery. The interior treatment is minimized. The large concrete wall serves as a projection screen for fantastic promotional movies better than typical TV screens or displays. By using means of scenic light, we attempt to cultivate the interior lighting. Matt floor suppresses unintended effect of reflection. The only more significant design element of the interior is a wooden reception desk which serves for communication with the client. Dynamic elegant curves of the desk represent movement – the fundamental principle of motoring and at the same time they create more height levels suitable for a client. The wooden surface does not create a psychological barrier in communication. Internal curtains guarantee variability, space can easily be divided according to needs or entirely open. Textile is frequently used in world fairs to hide a newly exhibited object so it may give the visitor a feeling of surprise. There is no reason to use this simple trick only at the world fair.