The Design of a Luxury Car Center in Bangkok

Bachelor Thesis , 2019 , 194 Pages

Art - Architecture / History of Construction

This thesis proposes a design that explores the value of experience and entertainment during servicing in order to create a more user-friendly experience and satisfaction for the costumer. Through exhibitions, we will be able to showcase luxury car brands. And the use of a gathering space and a co-working and conventional space would be the base for interactions between users. The car service center would be a mixed- use service. The thesis will utilize architectural and design techniques for more interactive spaces so that users become more familiar with the history of luxury car brands and the direction different brands are headed towards. It will serve as a place of exhibition, sales and services as well holding conferences to utilize the building and the hotels connected. This building will act as a land mark that attract luxury users Thonburi District.

The Luxury Car Center will be located near the intersection of Charoen Nakhon and Rama III, in order to both benefit from such a mixture of a service, community and center so that other car-service costumers in the area also could utilize this active space. This center will act as a mixture of the past, present and future. A center that drives on fulfilling the needs of customers.

Table of Contents

Acknowledgements

List of Figures

List of Tables

Chapter 1: Thesis Introduction
1.1 Project Background
1.2 Study Defined
1.3 Thesis Statement
1.4 Research Scope
1.5 Design Scope
1.6 Definition ofTerms

Chapter 2: Project Type Researches
2.1 Literature Review
2.2 Design Theories and Principles
2.3 Case Studies Analyses
2.4 Site Studies
2.5 Existing Building Studies

Chapter 3: Data Collection
3.1 User Study
3.2 Human Factor
3.3 Function and Facility Studies
3.4 Aesthetic and Form Study
3.5 Project Specific.

Chapter 4: Data Synthesis and Programing
4.1 Area Requirement
4.2 Adjacency Studies
4.3 Functional Diagram and Proposed Zoning Study

Chapter 5: Design solution
5.1 Design Concept
5.2 Design Development
5.3 Final Presentation

Bibliography

LUXURY CAR CENTER

THE CUBE

AMIR KAMYABI

This thesis proposes a design that explores the value of experience and entertainment during servicing in order to create a more user-friendly experience and satisfaction for the costumer. Through exhibitions, we will be able to showcase luxury car brands. And the use of a gathering space and a co-working and conventional space would be the base for interactions between users. The car service center would be a mixed- use service. The thesis will utilize architectural and design techniques for more interactive spaces so that users become more familiar with the history of luxury car brands and the direction different brands are headed towards. It will serve as a place of exhibition, sales and services as well holding conferences to utilize the building and the hotels connected. This building will act as a land mark that attract luxury users Thonburi District.

The Luxury Car Center will be located near the intersection of Charoen Nakhon and Rama III, in order to both benefit from such a mixture of a service, community and center so that other car-service costumers in the area also could utilize this active space. This center will act as a mixture of the past, present and future. A center that drives on fulfilling the needs of customers.

Acknowledgements

I would like to thank my advisor A. Prap Chaiwattana for the advice of theory and design, for his patience, motivation, enthusiasm, and immense knowledge. Besides my advisor, I would like to thank A. Chananya Apiwatphong and the rest of the thesis committee for their encouragement, insightful comments, support and advices.

Lastly, I would also like to thank my family for supporting me and give me a chance to study in Assumption University. And as well thank my friends for their help and support special thanks to Erfan Shoja and Olga Petrova.

Amir Kamyabi

Chapter 1: Thesis Introduction

Figure 1.3.1 Functions proposal

Figure 1.3.2 Core Idea

Figure 1.5.1 Design Scope

Chapter 2: Project Type Researches

Figure 2.3.1.1 The Commons Exterior

Figure 2.3.1.2 The Commons Interior

Figure 2.3.1.3 The Commons Ceiling Fans

Figure 2.3.1.4 TheCommonsVoids

Figure 2.3.1.5 The Commons Section (Air Flow)

Figure 2.3.2.1 TCDC Exterior

Figure 2.3.2.2 Isometric Plans of TCDC

Figure 2.3.2.3 Circulation TCDC

Figure 2.3.3.1 ExteriorofPorsche

Figure 2.3.3.2 Interior of Porsche

Figure 2.3.3.3 Interior of Porsche 2

Figure 2.3.4.1 Enzo Exterior

Figure 2.3.4.2 Enzo Section

Figure 2.3.4.3 Air Flow and Circulation Flow Enzo

Figure 2.3.4.4 Enzo Roof Detail

Figure 2.3.4.5 Enzo Roof Detail 2

Figure 2.3.4.6 Enzo Exhibition

Figure 2.3.4.7 Enzo Exhibition 2

Figure 2.3.5.1 MercedesBenzMuseum

Figure 2.3.5.2 Mercedes interior

Figure 2.3.5.3 Plan Mercedes Benz Museum

Figure 2.3.5.4 Diagram 1 Mercedes Benz

Figure 2.3.5.5 Diagram 2 Mercedes Benz

Figure 2.3.5.6 Diagram 3 Mercedes Benz

Figure 2.4.1 MapofThailand

Figure 2.4.2 Map of Thonburi

Figure 2.4.3 site

Figure 2.4.4 Map of site 1

Figure 2.4.5 Map of site 2

Figure 2.4.6 Map of site surrounding 1

Figure 2.4.7 Map of site surrounding 2

Figure 2.4.8 Map of site surrounding 3

Figure 2.4.9 Map of site surrounding 4

Figure 2.4.10 Map ofsite surrounding 5

Figure 2.4.11 Street view

Figure 2.4.12 site street traffic

Figure 2.4.13 site street traffic 1

Figure 2.4.14 Site analysis

Figure 2.4.15 Site walking approach

Figure 2.4.16 Site car approach

Figure 2.4.17 Site car approach 2

Figure 2.4.18 Site transportation approach

Figure 2.4.19 site approach and internal road

Figure 2.4.20 site surroundings satellite view

Figure 2.4.21 Existing zoning 1st floor

Figure 2.4.22 Existing zoning 2nd floor

Figure 2.4.23 Existing zoning 3rd floor

Figure 2.4.25 picture of the site

Figure 2.4.26 panorama ofthe site

Figure 2.4.27 site exterior pictures and problems

Figure 2.4.28 site Interior pictures and problems 1st floor

Figure 2.4.29 site Interior pictures and problems 2nd floor

Figure 2.4.30 site Interior pictures and problems 3rd floor

Chapter 3: Data Collection

Figure 3.1.2.2.1 Staffactivity

Figure 3.1.2.2.2 User activity

Figure 3.1.2.2.3 Visitor activity

Figure 3.1.2.2.4 Café user activity

Figure 3.1.2.2.5 Café staff activity

Figure 3.1.4.1 Organization Chart

Figure 3.2.1.1 Human Dimension individual

Figure 3.2.1.2 Human Dimension couple

Figure 3.2.1.3 Human Dimension Group

Figure 3.2.1.4 Human Dimension Group 2

Figure 3.2.1.5 Human Dimension Handicap

Figure 3.2.1.6 Human Dimension Handicap 2

Figure 3.3.1 Lobby

Figure 3.3.2 Exhibition

Figure 3.3.3 Co-Working

Figure 3.3.4 Car showroom and car service center

Figure 3.3.5 Conference

Figure 3.4.1 Schematic

Figure 3.4.2 Schematic

Figure 3.4.4 Schematic 4

Figure 3.4.6 Color scheme of Schematic 1

Figure 3.4.7 Color scheme of Schematic 2

Figure 3.4.8 Color scheme of Schematic 3

Figure 3.4.9 Color scheme of Schematic 4

Figure 3.5.1.1 exhibitionprojectortechniques

Figure 3.5.1.2 exhibition projector techniques 2

Figure 3.5.1.3exhibitionprojectortechniques 3

Figure 3.5.1.4 exhibition projector techniques 4

Figure 3.5.2.1 exhibition lightening techniques 1

Figure 3.5.2.2exhibition lightening techniques 2

Figure 3.5.2.3skylights

Figure 3.5.2.4 skylights 2

Figure 3.5.2.5 skylights techniques 1

Figure 3.5.2.6 skylights techniques 2

Figure 3.5.3.1 LEEDcreditcategories

Figure 3.5.3.2 green building study

Figure 3.5.3.3 renewable energy sources

Chapter 4: Data Synthesis and Programing

Figure 4.3.2.1 FirstFloorZoning

Figure 4.3.2.2 Second Floor Zoning

Figure 4.3.2.3 Third Floor Zoning

Chapter 5: Design Solution

Abbildung in dieser Leseprobe nicht enthalten

Chapter 1: Thesis Introduction

Chapter 2: Project Type Researches

Table 2.1.1.1 Motivationstoworkata co-working space

Table 2.1.1.2 Total utility of attributes

Table 2.3.2.1ZoningTCDC

Table 2.3.6.1 Zoning niche car showroom and service center

Chapter 3: Data Collection

Table 3.1.1 PiechartGender

Table 3.1.2 PiechartAge

Table 3.1.3 Pie chart Nationality

Table 3.1.4 Pie chart Status

Table 3.1.5 Pie chart General info 1

Table 3.1.6 PiechartGeneralinfo2

Table 3.1.7 Pie chart General info 3

Table 3.1.8 PiechartGeneralinfo4

Table 3.1.9 graphGeneralinfo1

Table 3.1.10 graphGeneralinfo2

Table 3.1.11 PiechartGeneralinfo5

Table 3.1.12 PiechartGeneralinfo6

Table 3.1.13 PiechartGeneralinfo7

Table 3.1.14 PiechartGeneralinfo8

Table 3.1.15 PiechartGeneralinfo9

Table 3.1.17 Pie chart General info

Table 3.1.18 graph General info

Table 3.1.19 Pie chart General info

Table 3.1.20 Pie chart General info

Table 3.1.21 PiechartGeneral info

Table 3.1.22 Pie chart General info

Table 3.1.23 Pie chart General info

Table 3.1.24 graph General info

Table 3.1.25 Pie chart General info

Table 3.1.26 Pie chart General info

Table 3.1.2.1.1 Time table in 3 types of use

Table 3.1.3.1 Function schedule

Table 3.2.2.1 psychological needs

Table 3.2.2.2 psychological needs

Table 3.2.2.3 psychological needs

Table 3.2.2.4 psychological needs

Table 3.2.2.5 psychological needs

Table 3.2.2.6 psychological needs

Table 3.4.2 graph feeling of Schematic

Table 3.4.3 graph Element Schematic

Table 3.4.4 graph Suited Area Schematic

Table 3.4.5 Pie chart Hours in Schematic

Table 3.4.6 graph feeling of Schematic

Table 3.4.7 graph Element Schematic

Table 3.4.8 graph Suited Area Schematic

Table 3.4.9 Pie chart Hours in Schematic

Table 3.4.10 graph feeling ofSchematic

Table 3.4.11 graph Element Schematic

Table 3.4.12 graph Suited Area Schematic 3

Table 3.4.13 Pie chart Hours in schematic 3

Table 3.4.14 graph feeling of Schematic 4

Table 3.4.15 graph Element of Schematic 4

Table 3.4.16 graph Suited Area Schematic 4

Table 3.4.17 Pie chart Hours in Schematic 4

Table 3.4.18 Pie chart Suited colorforthe project

Table 3.4.19 Pie chart Preferred schematic

Chapter 4: Data Synthesis and Programing

Table 4.1.1.1 areapercentagecasestudyl

Table 4.1.1.2 area percentage case study 2

Table 4.1.1.3 area percentage case study 3

Table 4.1.1.4 area percentage case study 4

Table 4.1.2.1 areapercentagecomparecasestudies

Table 4.1.2.2 summery area percentage compare case studies

Table 4.1.3.1 arearequirement1

Table 4.1.3.2 arearequirement2

Table 4.1.3.3 arearequirement3

Table 4.1.3.4 arearequirement4

Table 4.1.3.5 arearequirement5

Table 4.1.3.6 arearequirement6

Table 4.1.3.7 arearequirement7

Table 4.1.3.8 arearequirement8

Table 4.1.3.9 arearequirement9

Table 4.1.3.10 area requirement 10

Table 4.1.3.11 arearequirementH

Table 4.1.3.13 summery area requirement

Table 4.2.1.1 macrobubblerelationships

Table 4.2.1.2 macro matrix relationships

Table 4.2.2.1 microrelationshipsl

Table 4.2.2.2 micro relationships 2

Table 4.2.2.3 micro relationships 3

Table 4.2.2.4 micro relationships 4

Table 4.2.2.5 micro relationships 5

Table 4.2.2.6 micro relationships 6

Table 4.2.2.7 micro relationships 7

Table 4.2.2.8 micro relationships 8

Table 4.3.1.1 functionaldiagram

Chapter 1: Thesis Introduction

1.1 ProjectBackground

1.2 Study Defined

1.3 ThesisStatement

1.4 Research Scope

1.5 DesignScope

1.6 DefinitionofTerms

Chapter 1: Thesis Introduction

1.1 Project Background

Boredom is an emotion experienced by most. New technology and new gadgets create a need that drives boredom and impatience even further. The industrial revolution was an integral part of this change. Another significant factor was the production of cars and the evolution that gave us the variety of automobiles we have to this day. However, cars produced, need maintenance, a process that could take up to 5-10 hours, and that time loss, in itself, causes issues like boredom to arise. So it is felt that there is indeed a need for interactive, interesting space for people to experience and connect. Car culture is something that has been with us for a long time and most people their goal is to drive a car someday specially a luxury car. Materialism has played a big role in car industry and it was effective so far.

Where would people need to go for getting more information about past, present and future of the cars. People have been in communities and tribes for a long time only the look has changed now community is for a variety of topics. In this thesis, the main topic would be car community and their experience and interest towards the history and innovation of it.

1.2 Study Defined

At present, the main factors to compete with the other car brands are user identity and user experience.

1. Brand identity of luxury cars, what is luxury
2. Lackofsuitablespaceforusers
3. Lack of practical and memorable experience
4. Lack of activities for users
5. Problems of service centers
6. Lack of information about brand identity
7. Lack of attractive service centers

1.3 Thesis Statement

The discussion so far reveals that there is, indeed, a need for a Luxury Car Center, for a place that brings High social (hiso) community and luxury car owners together. Experience and to be able to get to know more about the core of luxury automobiles, And provide information about the latest cars

1.4 List of Research Scopes

1. Study about co-working Space Characteristics
2. Impact of Status Brand Strategy on Materialism in Thailand
3. Selling Cars through Visual Merchandising: Proposing Emotional Design Approach
4. Study about Congress, Convention & Exhibition
5. Study about shopping center
6. Study about Car Culture
7. Study about Community
8. Study about Centers

1.5 List of Design Scope

1. Exhibition
2. Gathering space
3. Conference
4. Showroom

1.6 Definition ofterms

1.6.1 CommunityDesign

Community centers or community centers are public locations where members of a community tend to gather for group activities, social support, public information, and other purposes. They may sometimes be open for the whole community or for a specialized group within the greater community.

1.6.2 Multipurpose Center

Designed for entertainment and cultural needs of the area.

1.6.3 Exhibition Design

A public display of artwork or other items of interest in a gallery or museum or at a trade fair. The concept in the exhibition halls may be to create a dramatic setting, recreating the illusion of contextual historical or environmental conditions in which the exhibition can be better appreciated.

1.6.4 Congress design

The regular coming together if large groups of individuals, generally to discuss a particular subject. A congress will often last several days and have several simultaneous sessions.

Chapter 2: Project Type Researches
2.1 LiteratureSearches
2.2 Design Theories and Principles
2.3 Case Studies Analyses
2.4 Site Studies
2.5 Existing Building Studies

Chapter 2: Project Type Searches

2.1 Literature Review

2.1.1 Analyzing user preferences for co-working space characteristics (why co­working)

Some market developments have made the growth of new types of multi­tenant offices, those are “new ways of working (Van Meel & Vos, 2001), the sharing economy (Bouncken & Reuschl, 2016), the increasing need for flexibility (Gibson & Lizieri, 1999; Laterveer, 2011), the increasing use for public spaces as work spaces (Fruianu, De Leeuw, & Nilsen, 2011), the increasing number of self-employed workers, the growth in the use of technologies, and the decreasing and changing need for office space.” A multi-tenant office may be explained as a space that provides office facilities and some other connected programs or programs are designed to be multipurpose. Co-working area has become more popular over the recent years. “Co-working spaces are dynamic, inspiring and low-cost workplaces where people can interact, share knowledge and co-create.” (Fuzi, 2015; Spinuzzi, 2012). Their popularity is because users’ main purpose is to be getting work done. Mainly self-employed people and other professionals are looking to work outside of their homes and coffeehouses because of many reasons such that, they feel lonely at home and disturbed at the cafés so they look for a balance between the two. Freelancers and self-employed workers are often related to co-working spaces. Some users can be distinguished, self-employed laborers, small corporations, large corporations, extended workers and students. The users value this space because of the casual small talk, knowledge exchange and brainstorming with other co-workers. Users’ self-efficacy and performance increase in co-working spaces by creating a better balance between work and private life. The accessibility to community and professional and social networks all has an effect on it.

Users of co-working

The main focus of co-working spaces is on becoming a community, interconnecting and inspiring users who generally work alone. It should be easily accessed and low cost, where a varied group of workers work in a flexible work environment. Social interactions amongst tenants are mostly stimulated by hosts or managers who facilitate social events. “Common user groups of co-working spaces are self-employed workers, entrepreneurs and freelancers, but also extended workers, small and medium-sized enterprises (SMEs), students and employees of large firms are the target groups of co-working spaces.” The first co-working space, the Spiral Muse Coworking group, was started in San Francisco in 2005 by Brad Neuberg. Since 2005, the recognition of coworking spaces has grown. This was a result of the understanding and recognizing of the problems of working in a classic office, at home or at the local café, such as the possible lack of social and professional interaction, isolation, and the indistinct boundary between a private and a professional life. Kojo and Nenonen recommended that the main drivers for the development of co-working spaces were new ways of working, attractiveness (i.e. increasing demand for more than only a workspace at a good location), work/ life balance, economic efficiency (i.e. flexible and short-term lease contracts) and sustainability ofthe working environment.

Co-working space characteristics

Kojo and Nenonen classified six types of coworking spaces based on the business model and level of user access, as follows: “public offices (i.e. free co-working spaces, such as libraries), third places (i.e. public spaces that require the purchasing of services, such as cafés), collaboration hubs (i.e. public offices that focus on collaboration between workers), co-working hotels (i.e. shared office space with a short-lease contract and a compact service package), incubators (i.e. shared office space that focuses on entrepreneurship), and shared studios (i.e. shared offices where an organization or entrepreneur rents an office space based on flexible-lease contracts, with tenant requirements such as the fit to the community).” There are some types of co-working spaces that share the same core values, specifically: collaboration, community, accessibility, sustainability and openness. Collaboration refers to working together with other co-workers. In addition, at a co-working space, because of its open­work environment, spontaneous interactions frequently occur between users. Additionally, co-working spaces are community-driven environments where co­workers can improve themselves with the help of other co-workers. The main value of the community is that it is open and accessible to everyone. In this community, coworkers can find other people, ideas and other resources, share experiences, learn from each other and celebrate each other’s successes. Co-working space combines informal and creative spaces with elements of a workspace. Generally, the classic design of a co-working space is an open-floor plan with shared workspaces where co­workers can easily interact with each other. This multi-tenant office concept offers, compared with traditional multi-tenant offices, more informal spaces/facilities such as coffee corners, a kitchen, meeting rooms, 24/7 access, internet access, printer and copying facilities, lounge space and other informal spaces.

User preferences

Studies that focus specifically on co-working space users are more explorative and mostly discuss the motivations of co-workers to work at a co-working space (Table 2). For example, Deskmag (2012) found that for 47% of respondents, rental costs are the most important reason for co-working. In addition, Capdevila (2013) argued that the main factors to consider joining are related to location. One of the few studies on the characteristics of multi-tenant offices in general focused on user satisfaction, which is related to user preferences. Several physical characteristics of multi-tenant offices were divided into 10 important multi-tenant office factors, specifically: location, office exterior and division, office decor, facilities and services, seclusion rooms, office leisure, information and communication technology (ICT) and equipment, privacy and office climate.

By seeing in the table 2.1.1.1, most people were looking for a workplace outside or looking for creative atmosphere and last of their concern was professional appearance And the least is about events and diversity in supply spaces. Owners and managers of co-working spaces make more knowledgeable decisions about their coworking space and to focus on offering the most important aspects for co-workers at a reasonable price. Offering enough car parking, they satisfy managers of an institute who most likely prefers getting to the building by car. Since many prefer traveling by car, satisfaction of of those who do is essential, they make location-based decisions. “To attract and retain co-workers, owners and managers of co-working spaces should create an inspiring and creative atmosphere with a homelike interior and a semi-open layout with workstations for different work activities. Offering affordable office space with a short-term or no lease contract is one factor to motivate co-workers to choose to work at a particular co-working space. Another factor is the variety of occupants, so that occupants can share their knowledge about different fields of business and complement each other. Small talk and enjoying each other’s company and helping each other are still important and remain the essence of social interaction that coworking spaces offer. It is known that making close connections at work rises employee satisfaction.¹

This study provides information about why co-working is needed and gives insights about users’ preferences and reasons they would like to use co-working space. As it was mentioned, people coming together is considered to be a community so for the project, co-working can have a supportive effect. By knowing the characteristics of co­working spaces and their main focus it would help this project to provide a suitable co­working space for the Thonburi district and act as a supportive function to exhibitions and hotels.

2.1.2 Impact ofstatus brand strategy on materialism in Thailand

Bangkok population was found to be rather materialistic and they deem Mercedes Benz as high rank brand, very luxurious and for wealthy people. However, the relationship between materialism and supposed rankings was reasonable. This proves that looking for rankings from products is not the general behavior amongst materialists. Occasionally low materialism consumers pursue, and high materialism consumers do not pursue ranks from ranked products. Ranked products represent “success”, “power”, “leading” or “rewarding things” that would satisfy their needs. Ranked products are considered to have the “best quality” and “luxurious appearance” and this can somehow raise the sense of materialism. Easier persuaded by the ranked products leading to materialism are Thai people with better education and from good profile schools. They have better chance to be exposed to people with higher socio­economic statuses. Their plain need to “belong in the society” is also greater and is branded by possession of rank symbols at every stage of their rising mobility in Thai society. The materialists in these groups have to seek these status symbols to signal their moving rank. Working classes (employees) are also the most susceptible amongst various occupation categories. In the same way as educated people from high profile school category, people in occupations which require contact amongst colleagues, supervisors or subordinates and business associates tend to have greater need for “belonging to a specific class” and need to be “recognized and accepted” in the higher status class. The working-class people then are more easily appealed by the status brand strategy than business owners and retirees who mostly work on their own or quit working.

This study talks about materialism in Thailand. It provides insights on the kinds of people they are. And why they feel the urge to be interested into the ranked products. These people consider luxury cars to be a dream come true. In Thailand especially, luxury cars are one ofthe most important products Thais use to convey status. In the case of cars, they pose negative environmental impact. For example, large car population and traffic jams on the streets of Bangkok. Therefore, in further study this project will present suggestions on how to provide better outcome on this issue at hand.²

2.1.3 Selling Cars through Visual Merchandising: Proposing Emotional Design Approach (exhibition and convention and centers)

According to Scheele (1995) “Total worldwide sales of premium luxury and entry-level luxury saloons and sports cars are higher especially in South East Asia (Anurit et ai., 1998). Krempel and Pluemper, (1997) noticed that “Luxury cars now account for approximately 20% of the global passenger car market”. Luxury cars provides pleasant and technical features more than necessity hence the increased expense. Some wealthy people buy the luxury cars for non-technical attributes such as the image of the car brand in order to demonstrate their wealth. Luxury cars are considerable for its influence on lifestyle, driving a luxury car satisfies both needs for transportation and a variety of 'wants\ Luxury cars tend to be socially consumed (Kapferer, 2000; Schutte and Ciarlante, 1998). According to roles of visual merchandising a well-designed car showroom attracts the customers. According to a research by Foresight (2010), customers obtain a creative and positive experience at the showroom. Sophisticated visual marketing techniques should be used in showrooms to attract luxury customers. The differentiation in design of showrooms environment are creativity of dealers to attract buyers. Foresight (2010) noticed “that there are strong relations between visual merchandising and buying a car. Visual merchandising is multifaceted and car showrooms use creative ideas to plan out their desired environment. According to Taskiran (2012), visual merchandising builds brand image and attract customers to come to showrooms. Moye & Kincade (2002) holds the view that shop environments create an experience’ that influences consumers' buying behavior. However, POPAI (1998) points out that two thirds of buyers’ decisions are made in store. Kotler (1973) provided the term ‘atmospherics’ to explain, “The effort to design environments for customers to shop in to produce special emotional effects within the buyers and also to promote higher buying possibility”. According to Sherman et al (1997) the environment of store and the emotional state of consumers are important factors of purchase behavior. In design and emotion perspective, besides practical utility which technological determined and product character, the role of emotion is a persuasive factorfor user's acceptance (Buchanan ,1985).³

Exhibition

The meetings, Incentive travel, Conventions and Exhibitions industry plays an essential role in both tourism and economic improvement. It overlays with business travel and events varying from international expositions to individual product launches, and embraces meetings of all kinds, from international congresses to corporate training needs. Exhibitions ranges over a wide field of interests: they may be temporary, frequently changed or mainly permanent; attendance may be open to the public or limited to trade and professional viewers; and the venues may be halls set out with stands for each event or designed for more specific displays. “Exhibition is a demonstration of something of intrinsic value to a set of targeted audience. Exhibits may be on permanent display or brought together temporary for a particular event.” Advantages to exhibitions are that they provide somehow a type of sale, “contact influencers”, “image building and market”, giving the sellers opportunity to explain their products to the consumer.⁴

Need for meetings

The main factor for meetings is the need for communication; the exchange of ideas and views and problem solving in a group. Even though with today’s technology we have video conferences but they are not a substitute for personal and face to face contact.⁵

Multipurpose centers

No conventions is designed for one purpose alone it is always supported by other functions and programs. The majority of them is for entertainment. Most are linked into exhibition complexes, thus extending their coverage into the trading and advertising. Accessibility plays an important role in this, usually these centers are in major cities which have large airports, highways, transportation and etc.⁶

2.2 Design Theories and Principles

2.2.1 Sustainable Design

Pollution and junk have taken over the world as we know. Most of natural resources have become our construction materials. The process of construction and as well the finished product causes direct and indirect problems that certainly affect quality of life. “The World Watch Institute found that in the United States, buildings use about 17 percent of the total fresh water flows, 40 percent of the total energy flow, and 25 percent of harvested wood. Moreover, they are produce 50 percent of Chlorofluorocarbons or greenhouse gas. Additionally, they generate as much as 33 percent of CO2 emissions and 40 percent of construction waste materials.”

The outcome at this level of consumption numbers, there is indeed the need to rethink and re-manage the way we make use of natural resources. “In Thailand, this concept is the main focus of the Ninth National Economic and Social Development Plan (2002­2006), issued by the National Economic and Social Development Board (NESDB).” The philosophy of useful economy given by His Majesty the king to his subjects as through guiding principle of national development and management. It is encouraged to (A) change the situation of economic crises that was made because of unexpected change cause of rapid globalization, and to (B) achieve sustainable development. A combination of factors such as social, environmental, usage, quality, and construction processes are all elements to achieve sustainability. These factors had to be considered in order to achieve sustainability, which helps, not only, today’s needs but also continuously provide for tomorrow’s needs. There is no material that can be sustainable in the complete sense. The suggestions mostly put importance on sustainable materials. Some materials may be recommended for their strength, availability in market, or other properties although they are essentially not as sustainable as their substitutes. Furthermore bamboo, a natural material, the greenest materials in the range are glass and gypsum board. The low energy used to make production possible plays an important role. The air emissions and other are very little polluted chemicals, and both are recyclable. For interior walls and ceilings gypsum board is perfectly suitable, because it is lightweight, fire and sound resistant, and inexpensive. However, regarding glass, using the right type of glass for the proper place and purpose is very important for sustainability. Compared to brick and ceramic roof tile clay roof tile is a very green product, they are alike in appearance and production processes. Clay tile and brick can be made locally and can be available at a cheap price. Clay tile for roofing assist in building a breathable and cool structure, nevertheless, using brick for the wall could create a big thermal mass which is not appropriate for particular kinds of buildings in Thailand. Ceramic tiles for the roof are can be valuable as clay tiles, but they can be expensive due to the monopoly in production.

Another green material is for sure steel for durability of structure compared with other materials like concrete. For construction using steel decreases a lot oftime and labor. Furthermore, it has high strength and can be recycled. The disadvantage with using steel in Thailand is the steep price tag, which makes steel not used as much despite its advantages. Concrete and similar products such as pre-cast concrete, concrete blocks, and concrete rooftiles are in the brown or unsustainable side. Creating cement uses up a high quantity of energy and at the same time releases a lot of air and water pollution. The positive side, however, pre-cast concrete is greener than regular concrete if used in big constructions. Using concrete blocks for fences and factory walls will save time and budget. Alternatively, light weight concrete block is greener than other concrete products because it uses a lesser amount of cement. Therefore, the less cement used it will be greener. Concrete is perfect for moisture and heat resistance, which is perfectly suitable for an active comfort-zone type Thai building. Its light weight also helps reduce the structure cost. The sustainability of using construction materials not only considers the material itself, but also other processes including the construction technique and the proper functions. Each of the materials, even the brown ones, can assist in constructing buildings to be more sustainable if used wisely for the proper purpose and with appropriate components. In the same way, sustainable or green materials, if used for the wrong purposes, could keep the building from becoming a sustainable success.⁷

LEED is a green building certification program that recognizes best-in-class building strategies and practices across the globe. They promote better buildings places that complement our environment and enhances our communities. Places that give people better, brighter, healthier spaces to live work and play. To receive LEED certification, projects peruse credits that earn points prerequisites and credits differ for each rating system. Teams choose the rating system that best fits their project after the team completes the review process the project is awarded a certification level based on number of points earned. Therefore, if people are serious about saving money, conserving energy making, making better building material choices and driving innovation, LEED is the best choice for them.⁸

To be considered as a LEED (leadership in Energy and Environmental) Design, there is a system that rates the construction and projects of high-performance green buildings. For 18 years they have pushed and developed global green buildings in the market. With more than 93,000 registered and certified projects and total of 19.2 billion square feet that is used worldwide, LEED buildings save energy, water, resources, generate less waste and support human health.⁹

Sustainability, it is not just achieved by using green materials, but by using new technologies to help the building be more sustainable. Sometimes using green material will be a limitation for designers since they have less options and even sometimes it is not simply possible to delete concrete from the construction process since it mostly is the main structure of building. However, if we use some green material with the new technology, we won’t have the existing limitations and we still will have a sustainable building.

2.2.2 Visual Merchandising Elements in a Car Showroom and Motor Shows

When we think about car showrooms, the first factor to consider is how to be inviting towards prospects from the showroom front. The first factor that will help this is accessibility to parking, convenience to the entrance, attractive building exterior and landscape, and hearing music from the showroom. Once they enter the building they will start looking around, left, right and straight back. Darlington (2007) suggested the showroom should have an area called a “decompression zone” that feels warm, relaxing and comfortable with music and aromas situated near the front door with no product in it. About layout and display configuration, the layout of the showroom should facilitate easy access for visitors whereby majority of dealers favor a U-shaped setup (Carter, 2002). This helps for easier view on the display and urges the costumer to go through all the displays. In addition, the displays should be at 45-degree angle to the front door to allow customer to see more than one display at a time (Carter, 2002). Darlington (2007) listed several type of layout which includes grid layout with linear design, free flow layout, loop layout, soft aisle layout, combination floor plan layout and walls as destinations. Currently used by car showroom is free flow layout or combination floor plan layout. For store interior, according to Taskiran (2012), lighting creates an appealing atmosphere. Additionally, lighting has an influence on the mood and hence the behavior of humans in retail environment (Quartier & Cleempoel, 2008). Similarly, color can immediately create a mood and have the power to pull customers into the store. Furthermore, visual displays and interactive displays also have been used in car showroom recently. For example, BMW car dealership uses touch screen visual display to attract visitors.¹⁰

2.3 Case Studies Analyses

2.3.1 The Commons

Information:

Architects

Department of Architecture

Location

Thonglo.Bangkok 10110,Thailand

Architects in Charge

Amata Luphaiboon, Twitee Vajrabhaya Teparkum

Area 5000.0 m2

Project Year 2016

Description

- Outdoor living space
- Effectively answer to the tropical heat and its dense living condition
- Not much space for the outdoor
- ‘the commons’, a small retail development in the city center,
- Create a new active outdoor space where people can comfortably enjoy it at any time of the year
- natural ventilation throughout (vertically and horizontally)
- One set draws hot air upward and out
- other set blows the wind downward
- increase the air movement in extra hot days
- natural ventilation throughout (vertically and horizontally)
- One set draws hot air upward and out
- other set blows the wind downward
- increase the air movement in extra hot days
- A vertical open-air public space
- Landscape of steps and ramps integrated with platforms, seating, planting and small kiosks
- well shaded by the third and the fourth-floor structure above protecting space from the sun and the rain.
- ‘The ground’ vertically opens up through large voids on the upper floors, connecting to a large public open-air area occupying nearly thirty percent of each of the third and the fourth-floor plate
- Air vertically and horizontally flows in and out the building, allows natural ventilation throughout.
- 2 of industrial fans are incorporated into the ceiling screen below the skylight. One set draws hot air upward and out; the other set blows the wind downward to effectively increase the air movement in extra hot days.
- Airy semi-outdoor space, well incorporated with gardens on all levels.
- An active vertical urban living area.
- Series of steps connecting levels, people to walk up
- Openings a continuity of the vertical space
- A thin sheer steel mesh over the fagade, a unified surface
- This project thinks a lot about continuity of space, by using light fixtures through space and eve the light fixtures that look like columns
- Mainly is Reinforced concrete
- Wall bearing on 1-2 floor
- Slab without beam on 3rd floor
- Metal roof¹¹ Reason of Study
- The core idea is how to make people come and keep coming back.
- Space to gathering with friends or family or our pets
- Active outdoor space
- Incorporated with gardens on all levels
- Active vertical urban living area
- Landscape of steps and ramps integrated with platforms, seating, planting and small kiosks
- The use of voids to connect the spaces and also have the airy flow

2.3.2 TCDC

Information:

Architects

Department of architecture

Location

Bangkok, Thailand

Lead Architects

Twitee Vajrabhaya, Amata Luphaiboon

Area 9950.0 m2

Project Year 2017

A learning center of design and an intellectual stimulation agency as well as a creative business incubator.lt aims to promote business and social development and quality of life by using creativity, which is in part a propeller ofThailand's creative economy.

- Charoenkrung creative district development
- “Co-creation model” of designing creative district which can be applied to another creative district in Thailand.
- This is for the creation of creative district in various dimensions; business, design and community activity arrangement, which drives social and economic value to the community and surrounding neighborhood. 72 12 “Department ofArchitecture,” Thailand Creative and Design Center, last modified 23 August, 2017, accessed 4 oct, 2018, https://www.archdaily.com/878178/thailand-creative-and-design-center- department-of-architecture.

Abbildung in dieser Leseprobe nicht enthalten

Table 2.3.2.1 ZoningTCDC

Abbildung in dieser Leseprobe nicht enthalten¹²

2.3.3 Porsche North America Experience Center and Headquarters Information:

Abbildung in dieser Leseprobe nicht enthalten

Description:

- The design immerses visitors in the Porsche experience while demonstrating the unique capabilities of its sports cars
- The track, runs through the facility’s courtyard, demonstrate the capabilities of different Porsche models
- Classic and modern Porsches are on display in a classic car gallery
- Visitors can see historic Porsches undergoing renovations with vintage German parts at the restoration center
- Virtually create their dream cars with fully customizable options
- Diners a front row seat to the test track
- Conference rooms and event spaces
- Increase transit access to site (A new bus stop)
- Providing gaming functions
- Exhibit the cars thru out the space
- Building’s east-west exposures eliminate glare
- The north-south curtain walls maximize natural light and minimize solar heat gain
- green roof links the building to the landscape while providing insulation and reducing storm water runoff and the parking area includes charging stations for Porsche’s electric vehicles.¹³

[...]

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¹ Minou Weijs-Perrée,“ Analysing user preferences for co-working space Characteristics,” Informa UK Limited, trading as Taylor & Francis Group, (may 2018) https://www.tandfonline.com/doi/abs/10.1080/09613218.2018.1463750

² Thirarut Sangkhawasi,“ Impact of status brand strategy on materialism in Thailand,” Journal of Consumer Marketing 24, no. 5 (2007), 275-282, https://www.emeraldinsight.com/doi/full/10.1108/07363760710773094.

³ Elsevier B.V.,“Selling Cars through Visual Merchandising: Proposing Emotional Design Approach,” C BY-NC-ND 37, (April 2016) lhttps://www.sciencedirect.com/science/article/pii/S2212567116301459

⁴ Fred Lawson, Congress, Convention & Exhibition Facilities(Oxford: architectural press, 2000),1-2.

⁵ Fred Lawson, Congress, Convention & Exhibition Facilities(Oxford: architectural press, 2000),5.

⁶ Fred Lawson, Congress, Convention & Exhibition Facilities(Oxford: architectural press, 2000),18-19.

⁷ Pimsiri Thovichit,“ Green buildings: Defining sustainable construction materials in Thailand,” ProQuest Information and Learning Company, (2007) https://search.proquest.com/docview/304859475/9FBB887CC29346F4PQ/1?accountid=8401

⁸ “What is LEED?,” YouTube video, 1:10, explaining LEED on July 14, 2014, posted by “USGBC (U.S. Green Building Council),” accessed October 3, 2018, https://www.youtube.com/watch?time_continue=22&v=tlVseOWToL4

⁹ LEED (2018) The next step for LEED is LEED v4.1. Last modified 14 Sep 2018, accessed October 3, 2018, https://new.usgbc.org/leed-v41

¹⁰ Elsevier B.V.,“Selling Cars through Visual Merchandising: Proposing Emotional Design Approach,” C BY-NC-ND 37, (April 2016) lhttps://www.sciencedirect.com/science/article/pii/S2212567116301459

¹¹ “Department ofArchitecture,” The Commons I Department ofArchitecture, last modified 17 December, 2016, accessed October 3, 2018, https://www.archdaily.com/800497/the-commons- department-of-architecture

¹² “Department ofArchitecture,” The Commons I Department ofArchitecture, last modified 17 December, 2016, accessed October 3, 2018, https://www.youtube.com/watch?time_continue=22&v=tlVseOWToL4

¹³ “HOK,” Porsche North America Experience Center and Headquarters, last modified 23 May, 2016, accessed 4 oct, 2018, https://www.archdaily.com/788043/porsche-north-america-experience-center- and-headquarters-hok.

• Course: Interior Architecture
• Author: Amir Kamyabi (Author)
• Publication Year: 2019
• Pages: 194
• Catalog Number: V961330
• ISBN (eBook): 9783346313409
• ISBN (Book): 9783346313416
• Language: English
• Tags: Interior design, Architecture, Car community, Community Center, Luxury Cars, Luxury Center, Coworking, Analysis, Casestudies