Unknown Works has designed a tech-led concept store for Zeekr, an electric vehicle brand. The 2000sqm European flagship store is located within the iconic Vroom & Dreesman, ex-department store.

Respecting the protected heritage façades, Unknown Works have transformed the interior into a sleek, modern, and engaging space for showcasing Zeekr’s innovative vehicles. Dramatically lit performance models line the many window fronts, whilst the store contains an educational area, car configuration zones, material and finish swatches, a cafe and bar, product display areas and private consultation rooms. White terrazzo and exposed concrete columns reflect the building’s retail past, while a textured render adds further depth to the materiality. A bespoke stainless steel display system and modular configuration tables embedded with interactive tech offer adaptability to the evolving Zeekr products. The concept store showcases Unknown Works’ multidisciplinary approach to industrial design elements.

Unknown Works turned constraints of the old building into opportunity, using the void left by the former department store’s escalator for a bright orange car lift, serving as a dramatic focal point that enables dynamic vehicle presentations. The car can be raised or lowered to the basement, making use of the lower ground 2.5 metre storey high space. The surrounding stepped amphitheatre is designed to accommodate versatile events. The centrepiece uses groundbreaking large scale transparent LED screen technology for an advanced audiovisual installation. All lighting systems are colour-changeable, allowing customisation of the space for special occasions.The basement is acoustically treated and dark: ideal for projection mapping and alternative AV experience.

Unknown Works prioritised the user experience to integrate Zeekr’s brand DNA into the design. The store is thoughtfully designed to lead customers on an engaging journey; they explore the vehicles on display, relax in the café, converse in the consultation room and discover different touch points within the space.