Auto Motion: A Showroom Redefining Luxury Car Display

Shunsuke Ohe crafts a floating-ceiling showroom to inspire desire

Auto Motion stands as a testament to the evolving intersection of architecture and automotive luxury. Conceived by Shunsuke Ohe, the showroom features a central circular exhibition space, surrounded by essential amenities such as meeting rooms, offices, and restrooms. This spatial arrangement not only ensures operational efficiency but also creates a sense of openness and grandeur, inviting visitors to immerse themselves in the world of high-end automobiles.

The ceiling design distinguishes Auto Motion from conventional showrooms. A dual-level structure, the ceiling’s high section is composed of thinly sliced panels meticulously stacked to evoke a sensation of floating. Indirect lighting, artfully integrated between the seams of these panels, produces a mesmerizing, ethereal effect that draws the eye upward and bathes the cars below in a soft, inviting glow. This lighting strategy is echoed throughout the showroom, subtly enhancing the overall ambiance and highlighting the vehicles on display.

Material selection further underscores the showroom’s commitment to both aesthetics and functionality. The exterior features galvalume steel and metal siding, while the interior incorporates porcelain tile, natural stone, and PVC finishes. This thoughtful combination ensures durability and visual harmony, reflecting the luxury of the cars showcased within. The site, spanning over 1,500 square meters, provides ample space for both display and customer interaction.

Interaction within Auto Motion is carefully orchestrated to maintain a seamless connection between the exhibition area and negotiation rooms. Glass partitions allow unobstructed views of the cars from private meeting spaces, ensuring that the allure of the vehicles remains ever-present. Adjustable lighting in these rooms balances privacy with visibility, catering to the varied decision-making processes of potential buyers. The design prioritizes customer experience, recognizing that excitement and inspiration are crucial drivers in the purchasing journey.

Auto Motion’s innovative approach has not gone unnoticed. The project was awarded the Silver A' Design Award in 2025, recognizing its exceptional blend of technical expertise and artistic vision. Shunsuke Ohe’s creation exemplifies how thoughtful design can transform a commercial space into an environment that not only displays products but also stirs emotion and desire.

Auto Motion sets a new benchmark for luxury car showrooms, demonstrating that architectural ingenuity and attention to detail can profoundly influence both atmosphere and customer engagement. As the automotive retail landscape continues to evolve, this Kyoto showroom offers a compelling blueprint for the future of experiential design.