宾利汽车--4S店内装详细说明---1

Premises Bentley Aftersales Reception Area Dark Metallic Green RAL Code 180 20 10 BASF Code FE86 6E96 Glasurit Code M5230A E Y MOTOR S COR PORAT E DE S IGN MANUAL Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I CONTENTS CONTENTS PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities ARCHITECTURE 2 1 Introduction 2 2 Facade 2 3 Canopy 2 4 Entrance Statement 2 5 Flooring 2 6 Personal Commissioning Area 2 7 Mezzanine 2 8 Hall of Fame 2 9 Sample Floor Plans BENTLEY IDENTITY PROGRAMME 3 1 Introduction 3 2 Le Mans Elements 3 3 Mini Crewe Units 3 4 Merchandise Display Cabinets 3 5 Lounge Furniture 3 6 Office Furniture 3 7 Personal Commissioning Area 3 8 Customer Restroom BENTLEY SIGNAGE PROGRAMME 4 1 Introduction 4 2 Core Elements 4 3 Primary Signage Pylon 4 4 Primary Signage Logo and Nameplate 4 5 Primary Signage Flag Mounted Sign 4 6 Secondary Signage 4 7 Typefaces ILLUMINATION AND COLOURS 5 1 Introduction 5 2 Illumination Key Elements 5 3 Colours IMPLEMENTATION 6 1 Introduction Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I Introduction 1 1 INTRODUCTION Visual identity is an integral component of any organisation s communication strategy Customers create enduring impressions of a company or a brand from its products and the manner in which they are packaged and presented Consistent communication through design can significantly leverage consumer understanding of a brand and consequently the relevance of its products The Bentley visual identity has evolved to reflect the intention of the organisation to dominate the premium sectors of the world s automotive markets All elements convey both the pinnacle positioning of the marque and the five Pillars that underpin the Bentley Brand Racing Driving Power Design and Craft When considered together they signify to the world that the products and services offered by Bentley have been created specifically for the modern luxury consumer The Bentley Corporate Design Manual describes in detail both the design philosophy and how the Bentley dealer environment should look and feel It is not simply a practical guide to the application of Bentley identity but also a tool to significantly elevate the Bentley customer experience CORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I Architectural Solution 1 2 ARCHITECTURAL SOLUTION The distinctive architectural language of the Bentley retail concept fully translates the peerless tradition and heritage of the marque into a physical environment suitable for the modern luxury consumer When the design elements are examined such as the dynamic power of the roof structure and the half tilted facade the exceptional architecture is far removed from the classic portrayal of a motor car dealership The detailed filigree facade and the unbroken transparency of the building encourage curiosity and expectation C ORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities Indeed the positioning of the key functional areas within the dealership is also unique The workshop normally hidden away to the rear or side is actually at the front of the building The rationale for this stems from the service expectations of luxury customers being higher than ever before Showcasing the workshop is therefore the architectural solution A clean and transparent atmosphere functioning as a sort of car fitness club that demonstrates the processes within the workshop and the use of technology in the Service department Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I Entrance 1 3 ENTRANCE The customer enters the dealership through an entrance portal positioned on the central axis of the building and finished in Bentley Green piano lacquer The large solid doors function as a gateway between the outside world and the world of Bentley CORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities The customer then arrives at a reception desk where their journey into Bentley begins down a catwalk made of olivewood parquet This leads the customer through the architecture towards the brand education and commissioning areas Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I Brand Education 1 4 BRAND EDUCATION Those who have visited the production facility at Crewe have had the opportunity to gain a deeper appreciation of the brand and its heritage For those who have not yet made the journey the retail environment has been conceived to communicate the essence of the Bentley brand Through displays and graphics particularly in the Mini Crewe area the customer will gain a clearer understanding of the Pillars that underpin the Bentley marque with all the detail of a visit to the factory CORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities For example it will become apparent that the Racing pillar is born from participation in the Le Mans 24 hour not just a race but a core element of Bentley heritage that was revitalised by the recent victory in 2003 Information is also available on lecterns which lead the prospective customer through the wider historic development of the marque Their attention is also drawn to the extremities of the building where behind glass vehicles are being worked on further emphasising the reason for placing service at the forefront of the facility RACING DRIVING POWER DESIGN CRAFT Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I Personal Commissioning 1 5 PERSONAL COMMISSIONING The concept of commissioning a Bentley is akin to having a bespoke suit made Through the wealth of options available many of them unique a Bentley motor car perfectly tailored to the customer is created It is a highly involving and personal experience where the customer becomes the director while the salesperson follows the given cues at each step of the process Commissioning begins when the customer enters the dedicated area accompanied by the salesperson Surrounded by glazed shelf units displaying the extensive range of wood paint leather and textile samples available the customer begins to see and feel the quality of materials and finishes for which Bentley is renowned The customer is then seated at a halfelliptical table where commissioning can commence A high quality representation of the Bentley model of interest is projected onto the large diameter display Through technology that simply requires their selection to be highlighted on the screen the specification can be altered according to the colours materials and finishes selected by the customer The ability to feel the finish hide trim and veneers together with a representative view of their commissioned motor car is a powerful tool This sequence of activity culminates with the customer being presented with a printed image of the interior and exterior of their Bentley CORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I Mezzanine 1 6 MEZZANINE Situated above the Bentley commissioning area is the Gallery a quiet and naturally lit lounge area Offering a commanding platform on which to view the timeless and unostentatious lines that are the hallmark of all modern Bentleys the Gallery can also be used to further sales discussions CORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities In addition the area can be used for entertainment and functions or simply for the relaxation of customers while they consider their choice of motor car Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I Hall of Fame 1 7 HALL OF FAME For those customers who are interested in pre owned vehicles a Le Mans start display style can be achieved downstairs in the Hall of Fame Large wall mounted graphics celebrating past racing successes can form a backdrop to this environment Each pre owned vehicle can be displayed with a lectern unit at the front corner of the car on which details of both the car and its provenance can be displayed The atmosphere in the Hall of Fame encapsulates the heritage of the marque and effectively reinforces the brand Pillars A hydraulic revolving turntable is built into the Hall of Fame situated directly beneath the commissioning area that allows any new or pre owned vehicle to be presented prior to delivery CORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I PHILOSOPHY I External Facilities 1 8 EXTERNAL FACILITIES In conjunction with the architecture the landscaping around the dealership should also create a strong first impression with customers In this respect there should be a balance between hard surfaces and planting although this may in part be governed by planning authorities Nevertheless exceptional site presentation through regular cleaning and maintenance should be a mainstay of dealership routine Sites should also offer easy access and navigation It should be easy for customers CORPORATE DESIGN MANUAL PHILOSOPHY 1 1 Introduction 1 2 Architectural Solution 1 3 Entrance 1 4 Brand Education 1 5 Personal Commissioning 1 6 Mezzanine 1 7 Hall of Fame 1 8 External Facilities to locate parking areas and the entrance to the Parts Service and Sales departments within the dealership Customer parking bays should be clearly identified and marked out Service parking should be clearly identified and assigned to specific workshop bays Parking areas outside the building for the storage of cars should be out of customer view This is particularly important for accident damaged cars which may also need special sealed surface treatments Employees cars should again be parked in a designated area away from customer view In addition to meeting regulatory requirements for access and on site traffic management the Regional Brand and Operating Standards and Guidelines must be referred to for specific dimensions and layout requirements Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I ARCHITECTURE I Introduction 2 1 CORPORATE DESIGN MANUAL ARCHITECTURE 2 1 Introduction 2 2 Facade 2 3 Canopy 2 4 Entrance Statement 2 5 Flooring 2 6 Personal Commissioning Area 2 7 Mezzanine 2 8 Hall of Fame 2 9 Sample Floor Plans INTRODUCTION The Corporate Design Architecture creates structures that have been designed according to the ethos form follows function Beyond the defined architectural plan these guidelines should be applied to both refurbishments and extensions of existing premises This is in order to guarantee consistency in marque representation around the world Although Bentley brand values have driven the choice of materials and the construction techniques within the architecture cost has remained an important consideration Close co operation with local planning authorities will be necessary during the design phase for premises and some elements may have to be adjusted according to local requirements and planning regulations Where such changes are required these should be approved by Bentley Regional Management Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I ARCHITECTURE I Facade 2 2 FACADE To achieve transparency and consistency between the internal and external design the architectural plan calls for the same horizontal proportions for both facades The physical properties of the facades are governed by their specific needs e g internal soundproofing external weather insulation CORPORATE DESIGN MANUAL ARCHITECTURE 2 1 Introduction 2 2 Facade 2 3 Canopy 2 4 Entrance Statement 2 5 Flooring 2 6 Personal Commissioning Area 2 7 Mezzanine 2 8 Hall of Fame 2 9 Sample Floor Plans FRONT ELEVATION SIDE ELEVATION REAR VIEW EXTERIOR The high usage of glass not only reflects the strong dynamic nature of Bentley and its products but also allows the high level of care given within the Service function to be clearly seen The choice of windows and openings focuses on horizontal elements minimising the visual impact of the superstructure and emphasising the visibility of activities within the dealership MINI CREWE AREA AND BASEMENT INTERIOR This area attempts to recreate some of the character of the production area at Crewe calling for an open space in which the activities of the business can be seen very much like visiting the factory The workshop section as a part of the Mini Crewe area is partitioned by an internal glass wall Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I ARCHITECTURE I Canopy 2 3 CANOPY The projecting roof canopy functions as a strong design element in the Bentley architecture whilst also providing horizontal shading for the workshop facade A canopy should therefore be incorporated wherever possible when renovations or extensions are being made to existing premises CORPORATE DESIGN MANUAL ARCHITECTURE 2 1 Introduction 2 2 Facade 2 3 Canopy 2 4 Entrance Statement 2 5 Flooring 2 6 Personal Commissioning Area 2 7 Mezzanine 2 8 Hall of Fame 2 9 Sample Floor Plans Detail OF Horizontal Louvres CANOPY Version 2 March 2007 c 2007 Bentley Motors Limited 390 20 350 20 240 5 49 421 122 5 330 310 114 5 240 413 5 49 20 Entrance Statement BENTLEY MOTORS CORPORATE DESIGN MANUAL I ARCHITECTURE I Entrance Statement 2 4 ENTRANCE STATEMENT The start of the journey into the Bentley environment is through a door with a windbreak This entrance statement encourages existing customers and prospects to continue into the showroom The type and application of materials used in the design should reflect the quality and craftsmanship expected from Bentley The powered door mechanism the colour and choice of finishes as well as the integrated lighting should blend with the contemporary environment inside CORPORATE DESIGN MANUAL ARCHITECTURE 2 1 Introduction 2 2 Facade 2 3 Canopy 2 4 Entrance Statement 2 5 Flooring 2 6 Personal Commissioning Area 2 7 Mezzanine 2 8 Hall of Fame 2 9 Sample Floor Plans Elevation SECTION Floor Plan FLOOR PLAN ENTRANCE STATEMENT Note All dimensions shown in the Architecture Section are in centimetres Version 2 March 2007 c 2007 Bentley Motors Limited POLISHED CONCRETE TILED FORMAT BENTLEY MOTORS CORPORATE DESIGN MANUAL I ARCHITECTURE I Flooring 2 5 FLOORING Except for a few areas the required primary flooring material is a heavy duty polished concrete screed or tiled format The beige colour has been chosen to match the overall interior concept Polished screed can offer a more costeffective flooring solution than tiling The neutral colour of the floor provides a contrast with the furniture and an emphasis on displayed cars CORPORATE DESIGN MANUAL ARCHITECTURE 2 1 Introduction 2 2 Facade 2 3 Canopy 2 4 Entrance Statement 2 5 Flooring 2 6 Personal Commissioning Area 2 7 Mezzanine 2 8 Hall of Fame 2 9 Sample Floor Plans OLIVE WOOD PARQUET CARPET Only the Catwalk and the area surrounding the Personal Commissioning area use the more elegant and therefore more expensive flooring solution The Catwalk consists of olive wood parquet laid on a screed The walkway is segmented and leads the customer to different display and sales presentation areas The floor in front of the Personal Commissioning area at the end of the walkway is also laid in olive wood parquet The Lounge Personal Commissioning area and any other customer waiting or seating areas should be fitted out in high quality carpet All flooring should be separated by matt stainless steel profiles emphasizing the different content of specified areas within the building Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I ARCHITECTURE I Personal Commissioning Area 2 6 PERSONAL COMMISSIONING AREA In subdued lighting a Bentley can be seen slowly revolving on a turntable A subtly lit range of samples is outlined from which comfortably seated at an Alcantara covered desk the customer is encouraged to configure a virtual car A full range of paint leather wood and other sample finishes are displayed in cabinets These choices are simply selected using a mouse and a high resolution image of the car is simultaneously configured and displayed on a large diameter flat screen monitor CORPORATE DESIGN MANUAL ARCHITECTURE 2 1 Introduction 2 2 Facade 2 3 Canopy 2 4 Entrance Statement 2 5 Flooring 2 6 Personal Commissioning Area 2 7 Mezzanine 2 8 Hall of Fame 2 9 Sample Floor Plans PERSONAL COMMISSIONING AREA Version 2 March 2007 c 2007 Bentley Motors Limited BENTLEY MOTORS CORPORATE DESIGN MANUAL I ARCHITECTURE I Mezzanine 2 7 MEZZANINE The mezzanine is a quiet area within the building and is therefore best suited for uses such