ZEEKR Center | Intime City, West Hangzhou

ZEEKR + HATCH Architects

Short description

HATCH designs a new ZEEKR Centre at Western Hangzhou Intime City. The store occupies a corner spot with favorable flows of traffic. The location provides an ideal foundation for ZEEKR to build its brand image.
Our design highlights ZEEKR’s characteristics - sleek, exquisite, and innovative. ZEEKR Center is more than a car showroom. It also provides a space ZEEKR car owners to connect.
As ZEEKR believes, ZEEKR Center is more than a space for potential car owner to learn about the brand and its car models. It is also serves as a “Urban Living Room” for friends to meet up and hang out. Most importantly, it is a center of creativity that instigates inspirations.
In our creative process, besides maintaining ZEEKR’s brand image, we focused on integrating Hangzhou’s city character into the space. While West Lake is the most well-known and beloved natural and cultural attraction in Hangzhou, we decided to think out of the box by drawing inspirations from Qiantang River’s tidal bore.
The Qiantang River Tidal Bore is known as one of the largest tidal bores in the world. The breathtaking view has been well documented by literati since ancient times. Today, Qiantang tidal bore watching is still a popular annual event.
Inspired by Qiantang River tide, we composed a multi-layered suspended ceiling with a free flowing silhouette. Its form and neutral color poetically depict the spectacular tide.
The flowing ceiling not only infuse energy into the space, it also subtly directing visitors’ movements. The “tides” stretching towards the window might encourage visitors to take a look at the city view, as well as exploring a lounge area on the other side of the space.
Featuring the ceiling, we concluded our design theme to be “Zeekr Tide,” simultaneously paying tribute to the energy of the brand as well as Hangzhou’s geographical wonder. An elevated bar area is located under the ceiling, which appears to be a floating island.
We employed Zeekr’s brand color, electro-optic blue, for the L-shaped bar, resonating with a romantic image depicted in ancient Chinese poetry - water melts into the sky, and a pale celadon color appears. The bar is equipped with RGBW lighting, enabling smooth switches of spatial atmospheres in accordance with different usage scenarios.
Visitors are invited to explore the space around the bar area. Apart from serving as the aesthetic feature on the second floor, the elevated bar efficiently divides space into different functional areas - lounge area, meeting rooms and forum space are orderly arranged around the bar.
We are also in charge of selecting interior greenery for the space, with the aim of building a cozy and pleasant atmosphere. In addition, the greenery also resonate with Hangzhou’s natural sceneries.
Going down from the second floor, visitors will arrive on the first floor through an in-store private elevator. The first floor is designed to serve as a vehicle showroom, where ZEEKR’s iconic aesthetic language is displayed and emphasized.
The showroom’s ceiling is covered with double-layer luminous film. We maintain our design to be modern and minimal, in accordance with ZEEKR’s sleek, exquisite, and innovative characteristics. The design caters to the brand’s target consumers’ aesthetics and lifestyles.
In our overall presentation, the ZEEKR Center at Western Hangzhou Intime City is a combination of 70% of brand image, in addition with 15% of high-tech vibe and 15% of local characters. As a long-term collaborator with ZEEKR, HATCH Architects insists on imbuing fresh ideas into different stores, while sustaining ZEEKR’s brand image. Visitors are welcomed to explore different details in each store, obtaining surprises and happiness from HATCH’s innovations.