120,000 Sq.Ft. BUA
DUBAI, UAE
2022
Built as the first car showroom on Sheikh Zayed Road, and grown successively to accommodate BMW, Mini and Rolls Royce Showrooms, AGMC now recognized the need to resolve operational coherence. Moreover, AGMC wished to refresh the now-dated façade; to improve brand identity and site-presence amongst many competitor showrooms since established along Dubai’s main transport artery.
ATI’s response brought increase showroom capacity by over 9000ft2 through forward extension towards plot boundary. This move helped to achieve a single unified frontage, with greater massing and presence realized through unified 12m height. The façade was articulated with well-defined showroom entrances to welcome visitors, and internally, both BMW and Rolls Royce launched flagship prototype identities. Staircases up to Mezzanine level were reconfigured to optimize showroom functionality, and give controlled access up to refurbished AGMC head-office facilities.