Copenhagen, Denmark – This year, the new European flagship store of XPENG Motors opened its doors in Copenhagen. Inspired by XPENG’s futuristic concept of intelligent mobility and technology, Dutch architecture firm HofmanDujardin designed a unique showroom using fluent lines and soft shapes.
The showroom creates a universe that offers a strong customer experience. The brand’s drive to create the future of innovative mobility is reflected in the interior concept. To bring in a feeling of outer-space, the interior features several floating elements, like round shaped lighting disks, back-lit hanging showcases and a visually elevated reception desk.
Located in the Axel towers designed by Lundgaard & Tranberg Arkitekter in the centre of Copenhagen, the store features a large curved window towards the city. Showcase of new electric cars by the brand including a futuristic flying vehicle is the focal point of design. These objects are further accentuated by giant hanging lighting disks, that make them visible from the street.
The interiors follow the building’s soft shapes and emphasise a sense of movement and spatial continuity. An embracing contour forms a naturally curved back wall of the store. Here a second layer of experience is introduced that provides more information about the brand, products and finish options, with both physical and digital elements.
The store finds a balance between minimalistic sophistication and a casual approachable atmosphere, with close attention to details and a richness in material combinations. The palette combines natural materials like terrazzo and wood with metals and diverse textiles. An expressive feature are the art installations made from perforated steel sheets. Made in different shades of brass, they reflect an abstraction of the colourful Danish cityscapes.