THE CONCEPT OF FUTURE LUXURY ON THE INTERIOR DISPLAY AREA AT BMW ASTRA SERPONG SHOWROOM

Abstract

Good infrastructure and modes of transportation are attractive to the community and economic growth in an urban area. The increasing development of the city of Tangerang is also accompanied by the construction of many facilities that are able to support regional activities in accordance with existing needs and market share. Market segmentation with the upper middle economy in the Bumi Serpong Damai area of Tangerang produces supporting public facilities that adjust the segmentation of the community. One of them is a German automotive company, BMW Astra Serpong, which builds facilities with the concept of showroom and entertainment center, which is not only a retail place and service center, but also as an accessories and merchandise store, and mini museum. With the level of complexity of various facilities, a design is needed that is able to create a space that is connected to each other that is sustainable. In addition, this facility must be able to provide a character that is in accordance with market share with a dynamic design and high standards that take into account the general requirements of a showroom. This method of design uses the design process diagram method by collecting data and processing quantitative and qualitative analysis. The results of the analysis found that the BMW company displays the image of future luxury, using the concept of Aerodynamic design themes. The use of the curved line concept reinforces the dynamic impression by providing a wide circulation area to provide easy space orientation and more flexible circulation. The use of corporate colors of the BMW company and the use of moveable furniture and high standards are able to provide the atmosphere of space with a representative image. The results of this design can be concluded that the BMW Astra Serpong showroom with the concept of the Aerodynamic theme and the image of future luxury is in accordance with the identity of the company and BMW's market share.