Category Archives: ASCE Terminal

Design Overview / ASCE Terminal

Design Overview

Audi’s Corporate Design and Corporate Identity provide an exclusive customer experience for both Audi Sales and Service. These essential components of the Audi Brand Identity create a consistent customer experience at all Audi facilities throughout the world. These design guidelines ensure that Audi’s focus on quality and durability extends throughout the Showroom and customer-facing zones of each dealership.* 

 

ASCE (Advanced Showroom Concept Enhancement) Projects are defined by four major design guidelines: Interior Finishes, Furniture, Lighting, and Signage. The combination of these features create the Audi environment.

*These ASCE guidelines do not apply to back-of-house spaces, staff-only areas, exterior finishes, or to the service workshop.

Customer Zones

 

Each ASCE Facility is composed of a fixed set of programmatic functions, which together define the Audi brand architecture and customer experience.

 

The customer-facing areas relevant to an ASCE project include:

 

1 Showroom
2 Reception Platform
3 Sales Area
4 Café and Lounges
5 Offices (for General Manager, Sales Manager(s), F&I, Service Manager, and Parts Manager)
6 Vehicle Delivery
7 Service Drive
8 Service Reception
9 Parts and/or Cashier Counters
10 Customer Restrooms

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.

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Terminal Showroom Layout .
Vehicles follow the curve of the showroom area and are staggered for maximum visibility.

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Hangar/Neutral/CPO Showroom Layout.
Vehicles are arranged parallel to the front of the showroom. They are staggered for maximum visibility.

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Hangar/Neutral/CPO Showroom Layout.
The communication platform (i.e. reception desk) may project into the showroom floor.

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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 operations not exposed to customer contact may be shared with other brands.

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Diagram of Exclusive and Shared Spaces in a Dual Brand Facility

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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 / ASCE Terminal / 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

Vestibule
Showroom
Customer Area
Offices
New Vehicle Delivery
Service Drive
Service Workshop
Customer Restrooms
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.
Tile Alignment
Grout joints in the showroom and sales floor tile should align across the aluminum transition strips.

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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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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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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 / ASCE Terminal / 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
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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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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
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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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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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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
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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
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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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Lounges warm the sales area, making the Showroom and Sales Floor more welcoming and comfortable for customers.
Multiple lounge seating options give dealers flexibility and add variety to the facility.
Elements pictured: Turtle Lounge L4, T1D

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Lounge at Pocket Curve
Lounge furniture is encouraged in the pocket corner of the Showroom. This give customers great exposure to the showroom vehicles while waiting or relaxing.
Elements pictured: Turtle Lounge L4, T1A

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Catifa Lounge
The Catifa 60 lounge seat is a contemporary seating option with aluminum swivel base.
Elements pictured: Catifa Lounge L3, T1A

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Area Rugs
Area rugs should be used at lounges. This helps define the lounge and makes the experience more comfortable. Floor lamps are highly recommended at lounges.
Elements pictured: Catina Lounge L3, T1A, FL1

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Foster Knoll Lounge
The Foster 501 lounge seat is a club-style chair with polished chrome base.
Elements pictured: Foster Lounge L1, T1E

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Lounge with Retail Display
Boutique product displays can be used to elevate customer lounges and promote Audi merchandise and vehicle accessories.
Elements pictured: Foster Lounge L1, T1E, WE4, AP2A, AP2C

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Lounge at the Mezzanine
The mezzanine overlooking the Showroom is an ideal location for a customer quiet lounge. Boutique display, such as this lockable glass vitrine case, can be incorporated near lounge areas.
Elements pictured: Foster and Catifa Lounges L1,T1E, L3, T1B, V1

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Additional Lounge Accessories
1 A gooseneck floor lamp, called the Twiggy Lamp can be used with any of the lounge options above to increase the inviting nature of the customer atmosphere.
2 Double-sided, freestanding slat walls can be equipped to support a TV or outfitted with shelving and/or hooks for merchandise display.
Elements pictured: FL1, WE4

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Vitra Alcove Lounge
This two-seat or three-seat highback sofa, designed specifically for open-plan office spaces, provides an acoustically sound space for customers or sales transactions.
Elements pictured: L12A

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Transaction Points
Lounges can double as a customer waiting area and as a variable sales transaction point. See Sales Point section above.
Elements pictured: L12A

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Café
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Self-Service Café
The basic café element is a wall- mounted self-service counter with black MDF lower cabinets with integral refrigerator, white Corian countertop, and black MDF slat walls for open shelving. This is a modular piece which can be modified to meet any wall length. Here, the self-service counter is paired with café tables & chairs.
Elements pictured: C1, C2, CH7C

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The self-service counter can be paired with a dual-height service bar that accommodates customer seating.
Elements pictured: C1, C2, CH7C

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Full Service Café
Audi cafés can also be staffed to provide full service to customers.

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At Audi Atlanta, where nearby restaurants are scarce, the dealership provides a full service café for customers on the mezzanine level, overlooking the Showroom.

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Service Drive
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Stand-up Desk (Option A)
Audi service reception desks are positioned adjacent to the Service Drive. They can be standing workstations (the service writer has a stool height chair) or sit-down desks, where both customer and service advisor are seated.
Elements pictured: D5 (stand-up desk)

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Often times, the D5 stand-up service writer desks are grouped in pairs and are accompanied by a rear credenza that can accommodate printing equipment.

Elements pictured: D5 (stand-up desk), S1

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Sit-down Desk (Option B)
The sit-down service writer desks are the same piece as the office desks. Various length black cabinets are available.

Elements pictured: D1 (standard desk)

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Desk with longer storage cabinet.

Elements pictured: D2

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Example of an layout with the sit-down service writer desks.

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Product Display
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Boutique Elements
Boutique options for retail display include free-standing and wall-mounted:
- Slat walls
- Glass display vitrines
- Wheel display
- Literature rack
Elements pictured: WE1, WE2, WE3, WE4, V1A, V1B, WWE3, WWE4, B1

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Example 1
Slat walls at customer lounges can accommodate a TV and Audi Collection items.

Elements pictured: WE3

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Example 2
Lockable glass vitrine near customer lounge.

Elements Pictured: V1A

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Retail Parts Counter
The Retail Parts counter is a required customer-facing component of an Exclusive Terminal facility.
Slat walls can be used behind Retail Parts counter to display Audi Genuine Accessories.
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