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APR Commercial Interior (Concept)

Winner – Audi Lifestyle Store by MESURA

Global Future Design Awards 2019
First Award
Category: Commercial Interior (Concept)
Firm: MESURA 
Architect: Benjamin or Terradas arquitectos
Team: Benjamin Iborra Wicksteed, Marcos Parera Blanch, Jordi Espinet Roma, Jaime Font Furest, Carlos Dimas Carmona
Country: Spain
Website: www.mesura.eu

Another great opportunity. APR’s next award Urban Design & Architecture Design Awards 2019 is open for Registration. Don’t miss the chance, its a huge platform for architects.

Our idea of mobility is changing. The dream of vehicle ownership has turned into a desire for shared mobility concepts, shifting the car industry’s focus from product to user, driver to passenger, travel to journey, experience to exploration. Quoting Audi, moving means meeting change. It questions the familiar, embraces the unknown until it outstrips the power of our imagination. If mobility is a constant encounter with everything that is new, how can its physical space act the same?   

Functioning as a trial for a global strategy, our research for Audi rethinks commonplace design elements which brings user, industry, and society to the front instead of focussing on highlighting products on display. To do so, the spatial concept of Audi works as an autonomous system, based two types of vertical partitions. Working together, they create elasticity and stimulate movement interpreting actions we perform on a daily basis: walking, sitting, driving, rambling.

  1. A first layer of walls draws a central, protected space in the middle of the space which functions as an agora where events and activities can be held. Introducing strategic openings inside the walls, visitors’ views are framed into glances, raising curiosity.
  2. A second layer of translucent panels curls through that space, creating and connecting smaller areas around or crossing the central area. Different ranges of transparency, geometrical shapes and unexpected turns create movement while evoking a sense of exploration. In their flowing movement, they aim to foster interaction between people, programs and forms.    

Using only two elements, the spatial model creates a wide collection of spaces that are different in lighting, size and purpose, adapting to every moment, need and personality. The system can be applied to any existing space or become a base for a new construction.

A SPATIAL CONCEPT FOR EXPLORATION

Rather than the traditional vitrine scenario, physical spaces have become the ideal environment for analogue brand exploration. They have evolved into a tool for culture creation, allowing brands to expand their universe trough an interdisciplinary and inclusive approach, which speaks to a wide range of visitors and collaborators: a curious bypasser, an informed client, a brand subscriber.

If space can be a transformative force, it can become a statement in itself. If mobility likes to challenge the way we live, if it aims to generate new thinking and embrace the unknown, the purpose of its space can actually be exactly that.

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