Design of PML’s State-of-the-art BMW Centre Nears Finalisation
The new proposed BMW centre, to be built by Performance Motors Limited (PML) at 303 Alexandra Road, continues to evolve and will be an architectural landmark.
After several design submissions, the concept for PML’s showpiece BMW facility for the region has advanced to reflect new thinking about customer service processes, work flows and exhibition technology.
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Mr Simon Rock, Managing Director of Performance Motors, remarked: “By combining research and benchmarking to our own exacting requirements and aspirations, we have optimised the building design to create a new BMW centre that will be timeless in design and appeal and also functional, adaptable and flexible in operation. It is also a building destined to accommodate future growth.”
The new flagship BMW centre forms the core of PML’s long-term expansion plans to upgrade its customer offer and service with a significant investment of over S$50 million.
”It is essential that the car is the star, in an environment that provides the customer with a logical, seamless and memorable experience,” explained Mr Rock.
The architectural language is designed to support a wide range of BMW brand experiences. The iconic new centre will see movement transformed into architecture. BMW design elements will influence all aspects of the building and its furnishings.
Most importantly, 303 Alexandra Road will evoke the BMW DNA, creating an environment and ambience that is stylish, innovative and mirrors its strength and refinement.
With more than 83,500 sq feet at its disposal, the striking and imposing 6-storey facility will accommodate two floors of car displays and the celebration of BMW’s heritage, success and technology through dedicated exhibition areas. These will be complemented with conveniently located refreshment areas, a lifestyle accessories gallery, a fully integrated and functional event space and a new car delivery centre. The ‘one stop’ customer experience will be enhanced by the optimization of space and work flows, more than 90 work bays, a body shop, substantial parts storage as well as a generous basement car-parking capacity for up to 350 vehicles.
Commenting on the project, the Managing Director of BMW Asia Pte Ltd, Mr Roland Krueger, said, ”BMW is the leading, premium automobile brand worldwide, in Asia and here in Singapore. This new BMW flagship facility will further enhance our position in the market. It allows us to showcase in a most attractive and premium setting, the dynamism and attractiveness of the BMW brand and our cars. We congratulate our partner, Performance Motors Limited, on this definitive and visionary investment in the BMW brand.”
With completion expected in 2008, piling is due to commence in the middle of the year.
“There is still a lot of planning, discussion and thought ahead,” said Mr Rock. “We will deliver a facility that our customers will be proud to be associated with and inspired to visit time and again.”