KHUNDECHYONTRAKARN SHOWROOM

The Khundechyontrakarn Showroom is conceived as a contemporary automotive pavilion where clarity of form, controlled light, and a refined spatial sequence elevate the act of viewing and selecting a car. Designed for a brand that values precision, performance, and long-term trust, the building transforms a commercial program into an architectural experience—balancing visibility, openness, and a disciplined sense of calm. The concept begins with a pure geometric volume, shaped to create an uninterrupted, gallery-like interior. Cars are displayed as objects of design, floating within a space defined by clean horizontals, controlled lighting, and long visual axes. The architecture avoids distraction; instead, it frames each vehicle with clarity and composure, allowing customers to engage directly with the form, proportion, and character of each model. A defining gesture of the showroom is its layered façade system. Large expanses of glass provide transparency and street presence, while deep overhangs, vertical fins, and calibrated shading devices reduce glare and heat—maintaining a comfortable, evenly lit display environment throughout the day. This creates a façade that is both open and protected, expressive yet restrained, projecting the brand’s identity with quiet confidence. The arrival experience is choreographed through a sequence of thresholds. A generous forecourt leads to a framed entry, guiding visitors seamlessly into the main gallery. Inside, circulation is simple and intuitive, encouraging customers to move freely while maintaining clear visual connections across the space. Adjacent customer lounges and consultation zones are placed in soft, light-filled pockets—balancing the technical precision of the showroom floor with warmth and hospitality. Materiality is intentionally minimal and durable. Polished surfaces, matte tones, and refined textures create a backdrop that supports the vehicles without competing with them. Every detail—from the lighting temperature to the floor reflectivity—is calibrated to emphasize the sculptural qualities of the cars. The showroom also integrates service circulation and delivery logistics discreetly within the architectural system, ensuring clean operations without interrupting the customer experience. Back-of-house functions are organized with efficiency and clarity, reinforcing the overall sense of order. In its final expression, the Khundechyontrakarn Showroom reflects Atelier of Architects’ belief that commercial architecture can be precise, elegant, and emotionally resonant—a place where brand, product, and space come together to create a memorable and enduring experience.