SMG Rocks. The MINI brand has, over the years, been associated with a fresh, young, vibrant and PROJECT
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1 PROJECT SMG Rocks The key design feature of the project was the MINI brand s retro, funky and fun attitude, which can be experienced in all MINI cars SMG Rocks Umhlanga Client SMG Rocks Architects Reynolds Associate Architects Quantity Surveyors Construction ID Consulting Engineers: Structural ARUP Electrical Khanyisa Africa Mechanical BDO Main Contractor: Construction ID/Jacoby Nichol Text Reynolds Associate Architects Photography Russel Cleaver The MINI brand has, over the years, been associated with a fresh, young, vibrant and funky attitude. For the young and trendy and those young at heart, this is the vehicle to own. SMG Rocks (Sean McCarthy Group) has a new home in Umhlanga, KwaZulu- Natal, which is designed to echo the brand s attitude. Originally situated at SMG Durban on Somtseu Road, MINI made the move to Umhlanga as part of MINI s new corporate concept of having one MINI dealership per province to enhance the brand s niche market appeal. Situated on a corner site on Lighthouse Road, SMG Rocks marks the gateway to Umhlanga and captures the imagination of all those passing by. Brief The brief for the project was to incorporate a new MINI car showroom, used MINI car showroom (MINI Next) and workshop, within an existing mixed use development of residential, commercial, offices and retail building which was still under construction. SMG Rocks forms part of a new node for development in the Umhlanga area. The challenge posed to the architects was to utilise and maximise the spaces already constructed in order to satisfy the varying criteria for each component of the new dealership. With the dealership taking up a corner site on the prominent end of the building, visibility was key to the success of the design. Clarity of planning in the design was also key to the design in offering both tenant and customer ease of use of the new dealership. Conceptually, the MINI showroom is a black box showroom highlighted with bright neon colours and square boxes making up the predominant geometry of the dealership. 36 SMG Rocks
2 SMG Rocks 37
3 Design Occupying a corner site meant that the architect could take advantage of the high visibility for showing cars to the public. This is key to any dealership design. The new car showroom holds 10 cars and is situated at the corner of the building. With the main access road into Umhlanga New Town centre (Lighthouse Road) being elevated above a portion of the new car showroom and running past the dealership the public are able to look directly into the new car showroom. The existing façade of the building on the corner is curved which posed a challenge in that it did not conform to the MINI brand corporate architecture. MINI s corporate architecture uses primarily square boxes and frames in contrasting black, highlighted with neon colours. This is done to create the retro, young and fun feel of the MINI brand. 38 SMG Rocks
4 Occupying a corner site meant that the architect could take advantage of the high visibility for showing cars to the public The intention was to deconstruct the curve through the use of framed boxes inserted into the existing building structure. These boxes are conceptualised as plug-in elements below the curved façade and highlighted with neon colours. These boxes act as containers for the vehicles on show within the new car showroom. The concept of the neon framed boxes is also brought into the showroom and used on the ceiling through the use of randomly placed neon coloured Lego or Tetris blocks. These contrast with the use of black ceiling tiles and black floor tiles. Entry to the new car showroom is via the new access road off Lighthouse Road where the customer is welcomed by the reception desk and the smells of coffee emanating from the Vida é café. The new car showroom floor is kept open with the sales and administrative offices to the rear of the showroom in order to maximise the number of vehicles on show. SMG Rocks 39
5 The active service reception lane is demarcated by a red runway ceiling above the lane An exclusive MINI merchandise shop is also located within the showroom,. The MINI exclusive display area is brought right out to the public pavement thereby extending the new car showroom to the street and drawing the customer in. The workshop is located at the back of the dealership with 8 hoist bays and is accessed via a shared vehicle entrance to the building. With the structure already constructed, the challenge here was to design a workshop that would function within its existing environment rather than creating a new workshop-specific structural system. Some existing walls were removed and the floors lowered in order to accommodate the vehicle hoists in the workshop. In keeping with MINI s funky and fun attitude, the workshop is designed to enhance the experience the customer will have at the dealership. This is captured in the arrival of the customer at the active service reception lane in the workshop. The active service reception lane is demarcated by a red runway ceiling above the lane. Illuminated direction arrows are used in the ceiling in-keeping with MINI s retro theme to the brand. The used car showroom (MINI Next) holds 10 cars and faces the new access road off Lighthouse Road. It is left open to allow customers to walk in from the street and view vehicles at any time day or night. The used car showroom is separated from the new car showroom by a public entrance lobby to the building above. Visual relationship between the two showrooms is maintained through the use of materials, colours, signage and finishes. Features The key design feature of the project was the MINI brand s retro, funky and fun attitude, which can be experienced in all MINI cars. The philosophy of the MINI corporate image within the showroom explores the different elements 40 SMG Rocks
6 A MINI replica car is suspended from the ceiling slab above the hand-over bay in a dealership to create a unique experience for each customer who visits the dealership. One way in which this is captured is the new car hand-over bay. The excitement of purchasing a new vehicle is enhanced by creating a unique atmosphere in this area. A MINI replica car is suspended from the ceiling slab above the hand-over bay. Aircraft runway type lights in the floor lead to a glazed roller shutter door marking the exit of the hand-over bay to the street. A new concept in the MINI brand is the incorporation of a Vida é café in the showroom. This provides a unique experience for MINI customers and the general public alike. The café is located directly next to the hand-over bay with a timber deck extending out to an outdoor seating area. With the incorporation of the Vida é café in the showroom, one is able to experience the MINI brand while enjoying a coffee and snack. It has now become a venue for business and leisure, a place for people to meet and connect. MINI s philosophy of retro fun is extended to the exterior of the building. With the dealership being accessed off the M4 freeway, visibility was the key. A MINI replica car is mounted high up on the freeway facing signage wall. The replica drives up the wall with tyre track marks being painted up the wall. This has created a striking visual impact. Conclusion The MINI brand s corporate image is displayed in the architecture of the dealership through the creation of many unique experiences. The bright neon colours, in contrast to the highly polished, black surfaces in the showroom, enhance the retro, funky and fun styling of the vehicles on show. SMG Rocks combines these features to make a distinct impression on all who visit the dealership. It has become a place that MINI owners can visit, time after time, in order to catch up with friends over a cup of coffee or to see the latest MINI trends. SMG Rocks 41
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