This week's instalment of the #SBIDinspire series features the cutting-edge and futuristic flagship showroom dubbed 'The Wave' for Toyota in Abu Dhabi. Al-Futtaim Motors is the exclusive distributor of Toyota in the UAE. Following its acquisition of ‘The Wave’ building, design consultancy Greenspace, was commissioned to create a contemporary and unique flagship and redefine the standards for retail and brand experience for Toyota.
The Wave is set over five floors of 14,000 m2 of retail and service space. The challenge for Greenspace was to plan the circulation throughout the buildings and differentiate sales, display, hospitality and interaction zones.
The interior design vision from the outset was to provide a modern and minimal aesthetic achieved by using undulating fins with inset premium lighting above smooth, white and grey ceramic flooring slabs.
Greenspace also included a family zone, complete with racetrack and drivable electric cars, travelator tunnel to join the buildings and a digital design studio area.
SBID had the opportunity to speak with Adrian Caddy, CEO & Founder at Greenspace.
Company: Greenspace Ltd
Project: AFM Toyota 'The Wave'
Project Location: Abu Dhabi, UAE
What was the client’s brief?
Al-Futtaim Motors’ brief was to create a ‘unique retail concept’ to drive the complete interior and exterior fit out and the total customer experience for the ‘Wave’ facility, including:
Brief objectives
What inspired the design of the project?
Based on Toyota and Al-Futtaim Motors’ shared brand vision, ‘Passion for Better’ was the creative inspiration for all the architectural and interiors, lighting, digital and experiential design development undertaken by Greenspace.
“We wanted the entire space to feel as if has been constructed from light waves, drawing the intensity of the exterior light through the building via the horizontal light contours on every floor.” — Adrian Caddy.
The signature style of the entire interior space uses simple, mathematical lines and radiuses. 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.
What was the toughest hurdle your team overcame during the project?
Planning, designing and installing a completely new circulation system to enable high numbers of visitors, as well as the cars themselves, to move easily around a 9,500m2 retail space was the biggest challenge Greenspace faced.
“The needs of all types of customers were considered in great detail through the customer journey planning workshops and the outputs fully informed the interior architecture and experience design process and their subsequent implementation” — Adrian Caddy.
Greenspace designed the architectural interiors following rigorous circulation and customer journey planning, the results of which led to the construction of 2 new escalator cores, a vehicle elevator, and a 50m covered bridge incorporating moving walkways that spans the retail showroom and the service centre workshops. The new escalators, moving walkways and lifts enable customers to explore the giant flagship with ease.
What was your team’s highlight of the project?
Probably the greatest achievement of the project is that fact that the Wave retail flagship experience is augmented by digital screens on each floor, providing customers with information and interactivity through multiple touch points.
“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.
The entire customer experience was designed to be paperless, and instead, utilising digital technology to engage and inform visitors seamlessly.
Why did you enter the SBID International Design Awards?
We were attracted to the SBID International Design Awards because of the recognition they provide to design excellence across diverse sectors and because they have the ability to attract international attention.
“As a London-based company with a specialist reputation, we were delighted to create the new Toyota retail flagship experience in Abu Dhabi. This is a unique project with real ambition that will create a powerful legacy for all involved. To win an SBID International Design Award would be a great honour to all involved.” — Adrian Caddy.
Questions answered by Adrian Caddy, CEO & Founder at Greenspace
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Greenspace | SBID International Design Awards 2017
This week's instalment of the #SBIDinspire series features an extravagant residential space located in Gubei, Shanghai, a finalist in our Residential over £1M category last year. The aim of the project was to create a prestigious and comfortable home which encompassed all the requirements of the owners, namely style and business functionality.
In the living area, the Portugal Grey marble flooring perfectly matches the jade marble TV wall, exuding ultimate elegance. The graceful accent continues in the adjoining dining area with the Shangri-la black marble mini bar creating a subtle yet elegant space. The master suite is topped with dark-oak flooring and light carpet to illustrate a contrasting visual effect of warm and cool colours, conjuring up a holistic luxury experience. In bedroom two, the brown palettes work together with the glossy wood finishes create a luxurious, streamlined look. With carefully selected materials and furniture, the designer has arranged the space with a contemporary approach, creating a refined, tasteful and luxury residence for its owners.
SBID had the opportunity to speak with Chong Chiu Fung, Chief Creative Officer at Steve Leung
Company: Steve Leung Designers
Project: No.3, One Park Shanghai
Project Location: Gubei, Shanghai, China.
The project is situated in Gubei, which is a premium location for residence. The target demographic for this project was wealthy families with a high income, so we needed to create homes that reflected their status, lifestyle and taste for the luxurious.
Also, as lots of the owners are businessmen, we needed to take into account their specific requirements, including work spaces for their everyday business needs.
Italian design was a big inspiration for this project - especially their premium leather which is known for its craftsmanship and high quality. Italian design also possesses a certain substance and originality. To create an absolutely luxurious and indulgent experience for the residents we felt that adding Italian furniture and decors would not only lift up the whole space, but would also appeal to the style and the taste of the owners.
Located in the heart of the prestigious Gubei International Residence area, the client hoped that One Park Shanghai would not only serve as an extravagant residence but also serve as a place for business. Due to the fact that residential and commercial/business designs are different in terms of the ambience and functions, the design team had to find a way to accommodate both needs and requirements.
In the end, the design team were able to create a space that satisfied all the needs of the owner. From the colour palette to the material selection, the design director hand-picked fabrics, upholstery and wallpapers in Italy and created a chic home space with an official work station tailored for business. Sophistication and extravagance is demonstrated through the use of lacquered wood, hand-woven leather finishes, grey patterned marble, silk finishes and brushed stainless steel finishes, etc.
The residence was a very large space so the design team had to make use of careful spatial planning with different zones designated for different purposes. We took the client's brief and starting working on it. After the design proposal, the client was very happy as we were able to take all their needs into account. They were excited about the design and gave us free rein on the development. Of course there were some changes during the course of the project, however we would say that the client really believed in us and trusted that our work would create a perfect match for them, and it did!
To win an SBID Award is a very prestigious achievement and we hoped to demonstrate our extraordinary work through this platform.
Questions answered by Chong Chiu Fung, Chief Creative Officer at Steve Leung
Steve Leung Designers | SBID International Design Awards 2017
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