Jordan Parnass Digital Architecture (JPDA) is now known as Circular logo

Long Beach BMW Motorcycles

Long Beach, CA, USA • 2021

Long Beach BMW Motorcycles

Long Beach, CA, USA • 2021

Circular logo

A new showroom experience for an existing BMW Motorrad dealership pays tribute to the historic glories of the brand.

Our main inspiration for this project was the concept of the European Atelier, the mythical craft-infused birthplace of BMW Motorrad bikes. 

The main showroom is anchored by two main focal points: the Lifestyle Lounge and the Atelier Workshop. While the lounge is a social area that can be used for more casual sales consultations, as well as a regular gathering space, the Atelier customization area is a space and stage for showing off unique BMW-designed bikes and products. 

This project features sleek wood and copper lamella walls and fixtures that contrast with distressed furniture and rough materials like cast concrete wall panels.

 

Our main inspiration for this project was the concept of the European Atelier, the mythical craft-infused birthplace of BMW Motorrad bikes. 

The main showroom is anchored by two main focal points: the Lifestyle Lounge and the Atelier Workshop. While the lounge is a social area that can be used for more casual sales consultations, as well as a regular gathering space, the Atelier customization area is a space and stage for showing off unique BMW-designed bikes and products. 

This project features sleek wood and copper lamella walls and fixtures that contrast with distressed furniture and rough materials like cast concrete wall panels.

 

DESIGN TEAM

Jordan Parnass
Marijke Huelsmann
Sofia Melo
Carlos Gomez De Aguero

CONSULTANTS

Fresh Design International
SP360 Store Planning


Our main inspiration for this project was the concept of the European Atelier, the mythical craft-infused birthplace of BMW Motorrad bikes. 

The main showroom is anchored by two main focal points: the Lifestyle Lounge and the Atelier Workshop. While the lounge is a social area that can be used for more casual sales consultations, as well as a regular gathering space, the Atelier customization area is a space and stage for showing off unique BMW-designed bikes and products. 

This project features sleek wood and copper lamella walls and fixtures that contrast with distressed furniture and rough materials like cast concrete wall panels.

 

A new showroom experience for an existing BMW Motorrad dealership pays tribute to the historic glories of the brand.

Our main inspiration for this project was the concept of the European Atelier, the mythical craft-infused birthplace of BMW Motorrad bikes. 

The main showroom is anchored by two main focal points: the Lifestyle Lounge and the Atelier Workshop. While the lounge is a social area that can be used for more casual sales consultations, as well as a regular gathering space, the Atelier customization area is a space and stage for showing off unique BMW-designed bikes and products. 

This project features sleek wood and copper lamella walls and fixtures that contrast with distressed furniture and rough materials like cast concrete wall panels.

 

DESIGN TEAM

Jordan Parnass
Marijke Huelsmann
Sofia Melo
Carlos Gomez De Aguero

CONSULTANTS

Fresh Design International
SP360 Store Planning

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