Located in Bangkok, Thailand, the BMW Performance Motor Ratchaphruek showroom represents a significant milestone as the first BMW “M” showroom under the global ‘Retail Next’ initiative, skillfully designed by the acclaimed dwp team. Completed in 2023, this 8,000 sqm facility, valued at 400 Million Thai Baht, is an epitome of state-of-the-art design that focuses on a seamless blend of physical and digital customer experiences. The design concept, centred around the ‘Retail Next’ philosophy, incorporates ‘highway movement lines’ that harmonise with the dynamics of its expressway-adjacent setting, providing a calm yet elegant backdrop that accentuates the BMW identity and showcases the vehicles as the primary focus.

The showroom’s architecture utilises light-toned materials such as white aluminium composite and natural concrete texture tiles, which lend a sense of simplicity and spaciousness, complying with the latest BMW corporate identity guidelines. The interior mirrors the ambiance of a luxurious boutique hotel lounge, with a select few cars displayed to highlight BMW’s iconic status, alongside high-quality, comfortable furniture that invites customers to engage in relaxed discussions about their potential purchases.

Innovative features include the showroom’s elevation 1.5 metres above the ground to enhance visibility and mitigate flood risks, while a landscaped courtyard lightwell introduces a zen-like calm and natural daylight deep into the building plan, benefiting both customers and staff. Material choices not only enhance aesthetic appeal but also address practicality with durable, easy-to-maintain surfaces and accessibility features accommodating the mobility impaired.

Emphasising local sourcing, the project adheres to environmental sustainability practices, reducing carbon footprint and ensuring efficient delivery times. This showroom is not just a commercial space but a reflection of BMW’s dedication to luxury, innovation, and a customer-centric approach, setting a new standard in automotive retail environments. The BMW Performance Motor Ratchaphruek showroom exemplifies how thoughtful design can transform a space into a sophisticated yet functional environment that resonates with both the brand and its clientele.