BMW Proleasing Motors
Project Automotive Showroom
Typology Commercial
Location Blejoi, Prahova, România
Year 2026
Area 700 m²
Type Commission
Status Completed
Design team Oberhaizinger Corporate Design GmbH; Voicu Architects SRL; Cabinet SRL
Collaborators Sinvex Multiservice SRL – Electrical installations and fire detection, warning and alarm systems; Formacons SRL – Construction
Photography Dragoș Done
Built in 2012, the building accommodates both a car showroom and service centre and has established itself as a local landmark through its contemporary architectural expression and the high quality of its materials. Located along a busy county road, the architecture was conceived to be perceived primarily from a moving car, while retaining an appropriate scale for the pedestrian experience at close range.
More than a decade after its completion, changes in the automotive industry and new standards for vehicle presentation and sales called for a redesign of the interior. The intervention adapts the space to a model in which the customer experience and the displayed vehicle become the central elements of the showroom.
The new layout reorganises the relationship between the display area and the spaces dedicated to customer consultation, without altering the building’s structure. Circulation becomes clearer, while the space is easier to read and navigate.
The main space, extending to the full height of the hall, retains the existing steel structure as a visible architectural element. The rhythm of the circular columns organises the perspective and defines the position of the vehicles within the space. Rather than competing with the displayed product, the architecture creates the setting in which the car becomes the primary focus. The generous ceiling height is emphasised by the new ceiling composition and suspended lighting, which create a scenographic atmosphere and direct attention towards the exhibits. The intervention also eliminated minor differences in floor level, simplifying visitor circulation and improving accessibility. Materials, colour accents and furniture with warm textures bring the showroom closer to the human scale, creating an environment in which the automobile and the interaction with the customer are given equal importance.
The exterior appearance of the building has been preserved in its entirety. Recognisable from the county road, it continues to be perceived at the speed of the passing car, while, at close range, its materiality and detailing respond to an experience shaped by the pedestrian scale.
