Showroom Mg Car - Hong Kong | Leonardo Celestra

For the Mg showroom in Hong Kong we have thought to a sale room of about 500 metres squared diveded into two floors. We started from the MG brand and its history: we wanted to give importance to the origins of Morris Garages Brand that share a lot with its british spirit and so its essence itself. MG is a brand of a sporting car for everyone and has an english origin. Evenif the lines of the new MG are now far from the beginnings of the englis traditional car, I think that it's important that the image of this brand should be linked to England in terms of its elegance, tradition and style. The window should communicate teh double nature of the brand: its english origin and its new owning to Honk Kong company, so these are the most important messages we wanrted to communicate cos we think they are very important for selling this car. The concept was to cut the english flag into many elemnts that we have used again to create a net that characterizes the window and that suggest the letters H and K (which stand for Hong Kong owner city state). In this way we focus on the origin and on the new nationality of the owners of the brand. In order to underline more and more this idea we have put the colors of the english flag on part of the window iron net , which are: blue and red.The entrance is highlighted by the shape of an octagone (which is the traditional symbol of MG). This octagon is an element that is repeated inside and marks the path that brings the visitor to the Fun Club area. The octagon elements are lements that should bring the visitor to concentrate on the Mg brand infact the inside surface of these elements works as a screen on which the visitor can see videos of the MG brand history. This device is to suggest that walking inside MG show room is like walking inside the history of this brand. The Fan Club of MG is an area where you can read or buy specialized newspapers, you can buy accessories or gadget of this brand for your car or maybe look at little exposition of representatives historical objects that are exposed. Here there are two walls that work as a bookcase, the decoration is checked and recall the chequered flag of the car races ( to recall someway also the sporty origin of this brand). Here are also some sofa where you can sit and read or watch documentary. beside this area is the little cafè where you can have a drink while you chatting about buy a car or simply about your passion for this car.The cafè point is round shaped and have the same checked theme that was in the fan club area but this is time the octagon is used at the place of the square. While you're walking through the path you can also admire the cars in the showroom and go closer to them. The cars must have the first importance in the window ithat's why we chose to put a screen behind them in order to help the quick look of people that pass by the window, to focus on them hiding all the rest of the showroom which is back. On this screen we think there could be some videos of MG history or maybe other promoting videos.In the back, beside the café point there's a little office for sales with toilets. This is not quite important so it's someway hidden by the stairs or given not much importance. In front of th cafè point there's the reception/information desk which you see when you arrive through the history path bulided with the octagons. A stair bring you two the second floor where you have other offices for administrative and sales.