Wrap 4

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Wrap 4

  1. 1. The key component of the WRAP series is the blurring of boundaries between floors, walls and ceilings to create a sense of movement in space INdIaN dESIGN 38
  2. 2. Characterised by movement The average car showroom in India is essentially an aesthetically enhanced parking lot embellished with the brand colours and designed to place the products at the core of the visual experience. But the showroom for Hyundai in Kozhikode (Calicut), designed by Mumbai-based Collaborative Architecture for KTC Automobiles, is a space that is conceptually unique without detracting from the need to make the product the centerpiece of the presentation. T he Hyundai showroom in Kozhikode is standard, run-of-the-mill design directions. the fourth in Collaborative architecture's WRaP series, an approach not restricted “The client wanted to dispense with the to or defined by any particular project but parking lot approach and create a nice rather an overarching effort to generate new backdrop for the product display,” explains idioms and innovations in design. In fact, the Lalita Tharani of Collaborative architecture. previous manifestation of the concept was for “The brief was to insert the whole gamut of an informatics centre at an orphanage. program for a middle-segment brand in a 12,000 sq. ft., old warehouse. The showroom is “We have a very strong conceptual back at a strategic urban location that smacks the ground and WRaP is a formal architectural main street of the city and this became the investigation in manipulating spatial indices architectural direction and the determining to create architectural character in space,” design parameters for WRaP-4.” explains Mujib ahmed of Collaborative architecture. "The first two projects in the The showroom abuts the main street, with no series were not really evolved in terms of set back, and has a 60 metre long, uninterrupted spatial autonomy but the concept reached façade. But the disposition of the showroom its maturity with the now internationally posed a unique design challenge as the façade renowned informatics centre project. What abuts the road but the customers enter from makes WRaP-4 exceptional is that we could the backside of the showroom. Unlike most successfully implement a highly concept of the stores, which are designed for front oriented project in the Indian retail sector, viewing, here the design had to address the which is just an impossible task and that too changing experiential views of the spectator, in a large format store." by receiving them at the back of the showroom and still keep the interest unwavering as they The key component of the WRaP series is the explore the display from the rear. blurring of boundaries between floors, walls and ceilings to create a sense of movement The architectural response was to position the in space. The biggest challenge for the project, vehicular display as the raison d'etre and the according to ahmed, was for the client to anchoring element in the showroom. a wrap, convince Hyundai to veer away from their which merges the floor, wall, ceiling and the 39 MAR - APR 2010
  3. 3. The architectural response was to position the vehicular display as the raison d'etre and the anchoring element in the showroom products into a single, unified entity, serves to establish the vital link between the showroom, the display and the people in the showroom on one hand and the speeding traffic and the passers-by on the street on the other. The view into the space is a 60 metre 'billboard’ that seems to mimic the flux of movement on the street. The wrap, made from Forbo, envelopes the entire elevated display section for premium cars , making this section the highlight of the space, and continues along the ceiling to provide a canopy for the mid-range cars. The customer interface counters in the space, fabricated from Corian, ply and metal, have been suspended from the ceiling and have the provision to be slid and rotated to a new position to maneuver vehicles in the space. The accessory section, located along the walkway between the entrance and the display sections, has been designed as a visual link to the showroom. as customers enter from the rear, the display shelves are detailed to draw their gaze from the reception side and drawing them towards the showroom. a sinusoidal curve separates the private domains-lounges from the public area. The overall colour palette of the space stays true to the corporate colour direction of the brand - deep blue, grey, silver and white – but with some modulations. So, the showroom The accessory section, located along the walkway between the entrance and the display sections, has been designed as a visual link to the showroom MAR - APR 2010 40
  4. 4. The showroom is dominated by the wrap, which is blue, the lounges are in grey & white with sparse use of blue The display shelves are detailed to draw their gaze from the reception side and drawing them towards the showroom is dominated by the wrap, which is blue, the Architects lounges are in grey & white with sparse use of Collaborative architecture blue while the reception is in blue and white. Client Lighting, as is typical to most of Collaborative's KTC automobiles projects, becomes one of the major definers of space. “They are not merely functional and Project team scene generation in scope, but an active tool Lalita Tharani, Mujib ahmed, Shoukath, in defining spaces,” explains ahmed. . Façade The WRaP-4 project has won three National Excel Systems awards as well as an International award and is considered to be one of the finest Light Fixtures automobile retail interfaces internationally by artlite the industry l False Ceiling India Gypsum, Forbo The overall colour palette of the space stays true to Plywood the corporate colour direction of the brand - deep Feroke Plywoods blue, grey, silver and white Laminates Hardware Greenlam dorma, Hafele Flooring Paints Navin Ceramics, Forbo asian Paints, dupont Counters & Tabletops Louvers Corian, dupont Hunter douglas HVAC Chairs Bluestar amber, Featherlite MAR - APR 2010 41

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