Category Archives: Neutral

Design Overview / Neutral

Design Overview

Audi Neutral Facilities provide an exclusive customer experience for both Audi Sales and Service. All finishes, lighting, and furniture in a Neutral Facility follow Audi’s Advanced Showroom Concept (ASC) program.* 

 

All customer touch-points must be exclusive to the Audi franchise including the Showroom, Sales Area, Service Reception, and all line-level management positions including the Sales Manager, Service Manager, and Parts Manager.

 

Audi Neutral Facilities are defined by four major guideline areas: Site Design, Primary Sigange, Exterior Architecture, and Interior Architecture. The combination of these architectural features create the Audi Neutral Facility environment

*These Neutral guidelines do not apply to back-of-house spaces or staff-only areas.

Site

 

Audi dealerships are composed of three main elements, which can be arranged in different combinations on any given site. These are the Showroom, the Service Drive, and the Service Workshop.

The overall goal of an ideal site layout is to create a visual connection between the Showroom and the main street. Therefore, the building should be situated as close as possible to the street and no cars should be parked or displayed in front of the street-facing facade of the Showroom. Any vegetation along this facade should be monochromatic and low, while required site lighting should be addressed with bollards. These strategies allow for maximum visibility of the Showroom and showroom vehicles. With its prominent positioning the dealership building, itself, serves as a large street sign thanks to its distinctive design

Overall Layout
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Overall Layout
Prototypical Neutral Facility site plan.

Site Materials
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Site Materials

The basic guideline for the surface of the site is to define areas of homogeneous materiality. A sleek, minimalist design character, combined with simple graphic markings on the pavement, reinforces the Audi brand. The pedestrian areas are delineated from the vehicle drive with clearly de ned markings on the pavement.

Site Lighting
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Site Lighting

Vertical light columns should be used at approximately 60’-0” intervals around the site, but preferably not in front of or near the Showroom curtain wall. Lighting around the Showroom and Vehicle Display is best achieved with light bollards.

Note that particular attention must be paid to accommodate local ordinances; in particular, those governing light pollution and light trespass.

Landscape
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Landscape

Trees and green space should consist of muted green tones, without colorful flowers. Vegetation around the building should also be low in order to maximize visibility of the Showroom display vehicles and circulation. Lawn surfaces and low ground cover surrounding the Showroom also reduces glare as well as frequency of window washing by absorbing driving rain at the glass perimeter. At the perimeter of the building foundation, gravel or monochromatic vegetation may be used.

Where trees are required by municipal ordinance, the building layout and tree placement should take into consideration where views into the Showroom are maximized.

Exterior Architecture

 

Seen from the outside, the three aforementioned elements of the building consist of three distinct volumes: the Showroom, the Service Drive, and the Service Workshop.

Massing
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Massing

The use of rectilinear and simple geometry gives a strong clarity to the overall building form. The three building volumes should be articulated as complete masses (typically four-sided). Therefore, it is often necessary to extend parapets with the appropriate cladding around the entire building perimeter.

Building Materials
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Building Materials

The exterior finish is based on a dry-fit, flat, aluminum panel system, which is used for cladding the Showroom and the Service Drive.

The vehicle showroom faces the street and is highly visible to passing trafic due to the wide curtain wall glazing. The total vertical dimension of the curtain wall framing matches the showroom ceiling height.

NOTE: Keep vehicle loading doors to the sides of the showroom, keeping the front facade as minimal as possible.

Building Materials cont.
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Building Materials cont.

The curtain wall is generally divided into vertical halves. The centerline of the single horizontal mullion typically occurs at 10’-0” elevation, the upper half height may vary.

Capped mullions (with a typical 2-1/2” face dimension) occur at the joint lines of the ACM cladding with butt-glazed joints between them. This creates a rhythm of alternating capped and uncapped joints across the 5’-0” grid of the facade. Structural columns should be located behind the center line of the capped mullions.

Shading
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Shading

Window shading can be incorporated in the interior or exterior. For exterior applications, provide exterior louvers. Interior applications should utilize a shade pocket and the standard shading system. For interior shading see Finish Specifications, W-4.

Entry Vestibule
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Entry Vestibule

The entry vestibule is the legible point of entry into the showroom. It is to be positioned adjacent to the primary customer parking area on the site and located on the same side of the building as the Service Drive entry. It is also clad in ACM panels, both on the exterior and interior portions of the vestibule element.

Entry Vestibule cont.
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Entry Vestibule cont.

The vestibule volume is to be deep enough to create passage between pairs of doors and function as an energy-saving air-lock. It should be treated as an independent volume with its own structure. The building structure should be independent (i.e. structural columns supporting the roof should not pierce the vestibule volume). The doors set in the vestibule are often wide enough to accommodate display vehicle loading. Another set of loading doors within the curtain wall can be provided on the opposite side of the showroom. Loading doors set into the front of the building are non-standard.

Vestibule Types
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Vestibule Types

Entry vestibules may either be freestanding or attached. The freestanding is the preferred method, but depending on design constraints, it can be anchored to the edge of the curtain wall.

Interior Architecture

 

The same three building volumes recognized from the exterior are also perceived in the inside of the dealership. Three different ceiling heights correspond to distinct programmatic areas, namely the Showroom, the Sales and Lounge Areas, and the Service Drive. The use of glass partitions for all offices within the sales area allows customers and employees a direct view of the Showroom from the Service Drive, and vice versa. The simple architectural language highlights Audi’s vehicles on display and creates the re ned brand experience.

Program Areas and Ceiling Heights
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Program Areas and Ceiling Heights

Building cross section diagram

Program Areas
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Program Areas

Typical Neutral Architecture Facility programmatic layout. Showroom & Sales, Service Drive, and Service Workshop volumes are distinctly articulated.

Showroom Layout

 

Each vehicle is required to have a fixed and unobstructed viewing area, through which customers can pass, open vehicle doors, etc. This view area measures 13’ x 21’ in size, or 275 square feet. Depending on the building type, vehicles should be positioned parallel to the curved showroom wall or to the principal curtain wall facade and staggered from each other to maximize circulation and visibility. In addition, the vehicles should face toward the main entry or vestibule.

Showroom Layout
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Showroom Layout

Vehicles are arranged parallel to the front of the showroom. They are staggered for maximum visibility.

Showroom Layout
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Showroom Layout

The communication platform (i.e. reception desk) may project into the showroom floor.

Dual Brand Facilities

 

Brand separation is critical; when the Audi dealership is attached or adjacent to other brands, the Audi customer experience should have clear separation from those other brands. This is achieved in part by ensuring that the Audi program spaces are exclusive and solely dedicated to the Audi brand experience. Some functional spaces, however, can be shared between brands; those should be designed with a neutral material palette. 

 

The following functional spaces may be shared between Audi and another brand: Service Workshop, Parts Storage, Conference/ Training Room, F&I O ce(s), Restrooms, Retail Counter. Other fixed operations not exposed to customer contact, may be shared with other brands.

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Diagram
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Diagram of Exclusive and Shared Spaces in a Dual Brand Facility

Within a multi-brand Audi Facility, customers should not be presented with any direct sight lines to the adjacent brand. The goal is to maintain customers’ visual focus within the Audi dealership and this applies in all customer zones.

Audi of America. All rights reserved. © Copyright 2018

Architecture Guidelines / Neutral / Finishes

Finishes

There are several distinct finish areas, each with a specific material palette for the floor, ceiling, and walls. On the plan diagram shown here, the appropriate material tags are listed for each finish area.

Finish areas


1
Exterior Cladding

2 Entry Vestibule
3 Vehicle Showroom
4 Customer Area (includes Communication Platform and Service Write-up)
5 Offices
6 New Vehicle Delivery
7 Service Drive
8 Service Workshop
9 Customer Restrooms

Finishes are referred to by their Item Numbers, which are indexed in the finish specifcations.

 

See Finishes by Area section below for guidelines on selecting Audi-approved finishes for customer-facing areas.

See full Finishes Specs

Finishes by Area

Cladding
Vestibule
Showroom
Customer Area
Offices
New Vehicle Delivery
Service Drive
Service Workshop
Customer Restrooms
Cladding

Showroom

Perforated and Corrugated Rain-screen
EW-1

Curtainwall

Captured mullion system with verticals more pronounced than the horizontals. Provide an alternating vertical mullion pattern starting with a butt-jointed corner. Tempered Glass with Low-E coating no tints
EW-2 EW-3

Showroom and Service Drive

ACM panels
EW-7

Workshop

Corrugated aluminum
EW-6

Louvers

Horizontal Sunshades RAL 9006.

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Additional Option for claddings is vertical corrugation with a glass box showroom.

Vestibule

Floor

Aluminum walk-off mat
F-2

Walls and Ceiling

ACM panels
EW-7

Top surface of vestibule volume

Metal bar grate
C-7

Showroom

Floor

24”x 24” dark grey tile
F-1

Wall

Drywall with recessed base and 1/2” reveal, painted RAL 9016
W-1

Ceiling

Drywall, painted RAL 9016
C-1

Customer Area

Floor

Floor - 8”x 48” wood textured porcelain tile
F-3

Wall

Drywall with recessed base and 1/2” reveal, painted RAL 9016
W-1

Ceiling

12”x 48” perforated, acoustic metal panels (torsion spring), RAL 9006
C-2

Offices

Floor

8”x 48” wood textured porcelain tile or carpet tiles
F-3 or F-5

Wall

Drywall with recessed base and 1/2” reveal, painted RAL 9016
W-1

Ceiling

Drywall painted RAL 9016 or 12”x 48” perforated, acoustic metal panels (torsion spring), RAL 9006
C-1 or C-2

Glass

Interior glazing
W-7

Vinyl screening (optional)

Etched or applied striped vinyl
W-8

New Vehicle Delivery

Floor

24”x 24” dark grey tile
F-4

Wall

Drywall with recessed base and 1/2” reveal, painted RAL 9016
W-1

Ceiling

Illuminated ceiling system
C-6

Wall (single wall, optional)

Illuminated wall
W-9

Wall Graphic (single wall)

Full width wall graphic
WG

Ceiling (soffits)

Drywall, painted RAL 9016
C-1

Service Drive

Floor

8”x 8” tile
F-8

Wall

Drywall with full wall graphic(s)
W-1 with WG

Ceiling

12”x 48” perforated, metal panels (torsion spring); ceiling cavity above painted matte black
C-5

Glass

Interior glazing
W-7

Garage Doors

Full-vision rollup doors
GD-1

Service Workshop

Floor

8”x 8” tile or epoxy coating
F-8

Wall

8”x 8” tile or epoxy coating
W-10 with W-1 above door line

Ceiling

Painted exposed structure
C-3

Customer Restrooms

Floor

8”x 8” dark grey or 8”x 48” wood- textured porcelain tile
F-4 or F-3

Wall

White tile vertically oriented
W-6

Ceiling

Drywall, painted RAL 9016
C-1

Selected Interior Details

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Aluminium Transition Strip

Transitions from one finish to another, i.e. from one tile type to another or from tile to carpet, etc., require a 1/4 inch flush aluminum Schluter strip to cleanly transition the change in floor materials. A flush floor elevation should be achieved, except when level changes are present.

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Soffits
Where the metal grid ceiling terminates at a fascia, the edge of the panel should be detailed with a standard floating-edge trim piece. This detailing reinforces the continuity of the ceiling and light fixtures throughout the lounge and sales areas in the dealership.

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Soffits
Typical floating trim detail at soffit.

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Glass Partitions
To reinforce the open and modern feel of the dealership, the preference for all glass partitions is that they be designed with recessed frames and butt-jointed glazing panes. Drywall partitions should be designed to terminate behind the plane of the glass, so that a glass return partition can complete the transparent quality. Vinyl applied striping may be added to all clear glazing to alert customers to the presence of the glass wall (see Audi Interior Vinyl guidelines).

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Glass Partitions
Typical interior glass partition section detail.
Note: Detail drawings are excerpts from the Audi Terminal Masterplan drawing set.

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Entry and Vehicle Entry Doors
Narrow-stile glass doors for both customer entry and vehicle access should be incorporated in the showroom curtain wall. These can be provided within the vestibule or separately within the grid of the curtain wall mullions.

Door Pulls
Pulls for glass doors in customer zones should be full-height ladder pulls, finished to match adjacent framing (aluminum or stainless steel). Where ladder pulls are not used (closets, etc.), contemporary metal pulls should be specified, see HW-2 in finish specifications.

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Interior Doors
All interior doors and frames should be painted to match the adjacent wall color (RAL 9016).

Glazed, full-height doors are preferred (with privacy glass / striping as necessary at storage rooms, back-of-house rooms, and other non- customer touch-point areas). However, painted wood and hollow metal doors are acceptable.

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Overhead Coiling Doors
A key design consideration throughout the Audi Facility is the use of recessed and/or concealed fixtures and fittings, such as frames, lights, and doors. In order to create the appearance of a continuous customer environment from the Service Drive to the Showroom, elements such as the overhead door housing should be mounted above the ceiling plane to allow flush detailing.

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Service Workshop Wall Finish
Where accessible or visible to customers, the workshop finishes carry Audi's technical excellence to the look and function of its service environment. When possible, views into the workshop from the lounge are encouraged.

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Service Workshop Wall Finish Options
A Tile to the top of the door frames or underside of clerestory height. See finish specifications for W-10a.
B Light grey epoxy paint to the top of the door frames or underside of clerestory height. See finish specifications for W-10b.

Audi of America. All rights reserved. © Copyright 2018

Architecture Guidelines / Neutral / Furniture

Furniture

Audi-approved furniture is required at all rooms and areas that are visible or accessible to customers.* A series of area-specific furniture sets have been designed to provide a consistent customer experience at all Audi facilities. Each furniture set is can be composed of different grouping of elements, which give flexibility in designing the layout of a dealership.

*These standard guidelines do not apply to back-of-house spaces and staff-only areas. In such areas, any functional, high-quality furniture is acceptable.

Furniture


On the masterplan shown here, the main area-specific furniture categories, are labeled:

1 Reception
2 Sales Point
3 Office
4 Conference
5 Lounge
6 Café
7 Service Reception
8 Retail / Product Display
9 Children’s Area (not shown)


Furniture pieces are referred to by their Item Numbers, which are indexed in the furniture specifications.


See Furniture by Area section below for guidelines on selecting Audi-approved furniture for customer-facing areas.


See full Furniture Specs

Furniture by Area

Showroom / Reception
Sales Point
Office
Conference
Lounge
Café
Service Drive
Retail / Product Display
Children’s Area
Showroom / Reception
1

No furniture is permitted on the designated showroom floor .
Only display vehicles may be located on the dark grey showroom tile.

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Reception Platform
The reception platform always includes a reception desk, a rear credenza with an Audi brand wall, and often a lounge or bar area for customers.
Regardless of its location, the desk and credenza are modular so that they can be customized and configured to meet various staffing needs.
Elements pictured: D8, R1

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Option A
The reception platform can project onto the showroom floor for better visibility from the main entrance vestibule.
Elements pictured: D8, R1, C3, CH7C

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Option B
The reception desk can also be located on the Sales floor between the Showroom and Service Reception to receive both sales and service customers.
Elements pictured: D8

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1

Greeter Podium (optional).
In addition to a reception desk, a greeter podium may be used at the Showroom or Service Drive.
Elements pictured: D9

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Sales Point
1

The basic unit for an Audi Sales point (ABS station) is a desk with a rear credenza.
Elements pictured: D1, S1, CH3, CH2

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2

Audi Spine
Multiple sales desks can be grouped along a central acoustic partition for optimal use of space. Credenzas are used to separate each sales point in the perpendicular direction. The Audi Spine is electrified, reducing the quantity of required floor outlets. Planters on rear credenzas are optional.
Elements pictured: AS, D1, S1, CH3, CH2, AP1A

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Progressive sales refers to layouts in which customers are offered a diversity of seating types when interacting with the sales team.
According to the Progressive Sales concept, transactions can occur in a variety of furniture settings using digital tools.
Elements pictured: WE4 with TV, D4, CH3A, CH2

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2

Informal seating arrangements, including lounges paired with a TV, can serve as alternatives to the more formal and traditional desk arrangement. See Lounge section below for alternative seating.
Elements pictured: WE4 with TV, T1, L4 (chair alternatives: L1, L3)

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Variable Transaction Point
Wherever the Progressive Sales concept is used, these areas become flexible transaction points and can serve as both sales points and customer waiting areas. Therefore, these sales points do not have a dedicated sales person; the dedicated sales staff, in these instances, has desks in a back-of- house bullpen area.
Elements pictured: L12A

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Office
1

Office Elements
The primary unit for offices is a desk with a rear storage credenza.
Elements pictured: D1, S1, CH3, CH2

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Conference
1

Conference Room
The Conference Room is always considered a premium space, whether or not it is customer- facing. Therefore, it should be furnished with Audi-approved furniture. Audi conference tables have the ability to be electrified.
Elements pictured: T4

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Training
Conference tables may also be used in training rooms. This is another conference table style.
Elements pictured: T5

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Lounge
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