Recently, BMW's first "L&I" store with the highest and coolest standard in China was completed in Changsha. BMW Changsha Yuezhibao officially opened on March 8, 2021.

The so-called "L&I" means leading and innovating. In today's Chinese car market, electrification, intelligentization and Internet have become the vane of the overall industry transformation and upgrading. The rise of China's independent new energy vehicle industry has brought tremendous pressure to traditional car companies. With many multinational companies increasing their market investment in China's new energy vehicle products in 2020, a new round of new energy competition has quietly begun. In addition to improving the layout of the BMW Group in the field of new energy step by step, the BMW Group has also injected an unprecedented high standard of leading concept in the design of the sales environment experience. Thus, the highest and the coolest standard BMW 4S "L&I" store in China, invested and built by Sime Darby Group, was completed in Changsha, Hunan Province.
  ▼ BMW Changsha Yuezhibao Realistic Aerial Photography

 
 
The architectural renovation and interior design of the project are fully undertaken by Hihope Zhu, a space designer who won the IF Design Award in Germany in 2020. It is reported that the design is inspired by the vortex engine, "just like BMW's Logo—-aircraft engine." He said, "In addition to solving the space functions before and after sales, the space design should transform the space aesthetic experience into a field marketing system to activate the audience's curiosity.  The 4S stores of the future will be transformed into 'car experience centers' or 'life and travel style centers. Therefore, paying attention to the display space of branded cars and the environment and experience design of 4S stores is of paramount importance to the customer experience in the era of the burgeoning new automotive retail."
  ▼ Hihope Zhu, a famous designer by Archihope Ltd.

 
 
▼ BMW 4S ”L&I”Store
 




 

▼ Photograph by SEAN
The swirling central rotating staircase design seems to put BMW once again at the center of the whirlpool of the new energy and new retail car market, attracting the attention of countless people. Sime Darby Group is the first in the country to establish such a high-standard 4S "L&I" store for BMW. Customers will be able to feel the spirit of "innovation" in the present and future of BMW's cultural heritage.