BMW Project R

Continental Motorrad is part of Continental Cars, the well-known importer of premium European automobiles that has been trading in New Zealand since 1967.  Their Auckland showroom is home to a large collection of BMW motorrad (German for motorcycle).

The design of the Auckland showroom included the addition of a large frame and screen, which juts out from the main entrance, guiding visitors to the main doors and creating a decompression zone to transition them inside.  Additionally, the mesh screen was to serve both as a means to reduce internal glare and to provide a canvas for bold messaging.  In this case, showcasing ‘Make Life a Ride’ - the tagline for BMW Motorrad that features prominently in all their motorcycle advertising. 

The screens at the entrance feature a dapple textured pattern called Beacon.  Made from 3mm 5005 grade aluminium, it has an open rate of 75.12% and a very low risk of wind-induced noise.  Not that you can hear much above the guttural rumble of those wonderful BMW engines anyway.

The facade was divided into panels, with each panel fixed to vertical support rails via bracketry and finished in a Duratec powder coat, which comes with a 25 year warranty. 

The finished facade works with the motorcycles on display.  Sure, the facade offers protection from the sun so interested buyers can gaze upon the machines without shielding their eyes from the sun.  But it also works because the mesh is inherently suited to the product.  The dark colour and signage is unapologetically bold, adding the kind of toughness often associated with riding, while maintaining the prestige required for a premium brand. 

Architect  Ignite                      Contractor  Next Level Commercial

Location  Auckland