Multibrand Car Showroom, Novi Sad

Car dealerships are an essential part of the automotive industry, providing customers with a physical location to view, test drive and purchase vehicles. Nowadays, the architectural design of a car showroom is affected by industrial and economic developments, and by technology and consumer behaviour in the market. It also depends on the corporate brand identity or CI, which is formed by cultural adaptation from the country of origin, industry competition and the demands of car owners.

ONGOING PROJECT - ongoing construction 2024

Architecture, cars & multibranding

The car showroom and service workshop in Veternik is projected to unite 5 brands under one roof. The project for the facility divides the space into 2 basic functional units (exhibition space and service) covering 4,000m², with the transparent exhibition space facing the main road in contrast to the stable mass of the service centre behind. Located on the edge of the city, this is a facility where interior and exterior collaborate not only around function and space, but on the meeting of city and nature. The design of the building is toned down so that the visual identity of each individual brand fits into it. The facades of the exhibition space are characterized by large linear glass surfaces with 5 separate entrances, which form showroom windows that ensure transparency and visibility of the interior space. Surrounded by unique lighting from the outside, the silhouette of the building promotes transparency while remaining versatile and welcoming to arriving customers.

Inside, the showrooms deliberately downplay quantity in favour of carefully curated views of prominent car models. Parts of the salon are designed to arouse visitors' curiosity and to intrigue random passers-by driving on the road to Novi Sad.

For this modern building, various measures have been planned to make the facility sustainable. Glass with a high degree of solar protection is installed on the facade, reducing the need for mechanical ventilation of the exhibition space. Solar panels are planned on the roof to provide additional renewable energy. The project also places special emphasis on the waste management process.

2024-2025

Modern showroom construction

Preview timeline presentation

Facility concept

Inside the facility, each of the 5 brands has incorporated its own CI in showroom design, to maintain standard requirements and ensure the appearance and operation of the showroom. The design of each unit of the car showroom expresses the CI brand values and integrates the salons with the overall showroom space. Each brand has arranged the interior of the salon using top quality materials and shaped it according to the brand design guidelines that ensure their international identity and recognition.The future facility in Veternik fulfils all the basic principles of car showroom design to improve the environment and to make the space a destination that consumers can't wait to visit.