"The BMW Corporate Image Standard provides guiding principles through which BMW retailers can update and unify their image", said Mr. Neville. "It provides greater brand recognition and impact while retaining the individuality of each retailer."
Developed with the assistance of Omniplan Automobile Retail Facility Planners, the new standard aims to maintain constant design guidelines throughout all BMW facilities, while still allowing each retailer to express their individual character that their customers have become accustomed to. Also, due to the fact that each retailer site has its own unique considerations, limitations and benefits, the standard serves as a coalescing measure.
The overall impression of the BMW Retail Centres is one of prestige and efficiency. Externally, the Retail Centres consist of clean lines and BMW's corporate colours. The external pylons and long-distance towers carrying the BMW logo further enhance recognition of the BMW's trademark white buildings. The clean lines and airiness of the exterior is also carried over into the interior of the building. The interior is organised into three primary sections to better welcome and serve the facility's visitors.
"We wanted to maintain our three point contact area at the front entrance," said Mr. Neville. "The customer can then branch off into either the sales, service or parts departments."