Showcase and showroom: automobiles and experience architecture
by D. Kooijman, R. Sierksma
J. of Design Research (JDR), Vol. 6, No. 4, 2007

Abstract: In the postmodern society, 'emotions' are of growing importance in the constitution of meaning in everyday life. Emotion, the pivot of a new 'experience rationality' (Schulze, 1992), lubricates the 'experience economy' (Pine and Gilmore, 1999). Architects claim their part in the emotional branding of cars – designing local showrooms, as well as great showcases for the brands at the headquarters of automobile companies. Nowadays, consumers consider car shopping an outing: showrooms along auto boulevards, 'car cities', and great automobile shows offer an opportunity. This paper analyses the relationship between auto-loyalty, brand loyalty and showroom architecture. Does the brand-architecture nexus shape postmodern consumer identity? Can showroom architecture produce brand loyalty, something both companies and architects claim? To answer these questions, we interviewed German company officials and their architects, Gunter Henn (Munich), Qua (Amsterdam) and Van Berkel (UN Studio Amsterdam). We also visited showrooms in the Netherlands and interviewed the dealers. Theoretical research fed our argued interpretation of these data and produced a hypothesis.

Online publication date: Fri, 25-Jan-2008

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