Driving into the Future
What happens when a major car manufacturer creates a radical new national prototype for the architecture, design, and ambiance of its dealerships, reimaging every aspect of the space from vehicle purchase and delivery to parts and services?
Introduced in 2024, in part to accommodate electric vehicles, Honda’s new Blue Stage identity prototype marks a transition towards digital sales supported by a power-integrated infrastructure, defined vehicle zones, and an elevated client experience. But how can aging dealerships achieve the new prototype? Are demolition and rebuild the obvious options?
Not necessarily, according to AutoNation Honda West Knoxville, a long-established 38,000-square-foot dealership in Tennessee. As architect and interior designer, IA was engaged to renovate the seasoned dealership to the physical and functional level of the new prototype by design architect Change Up, without disruption to sales and service during construction.
With no Blue Stage facilities yet completed or mature construction details for reference, IA’s Retail team translated the prototype from conceptual standards into a buildable architecture and heightened customer journey.
What changed?
Maximum floor-to-ceiling glazing framed in Honda-blue steel replaced the façade, creating transparency and connecting the outdoor vehicle display with the indoor showroom. The multilevel concrete tilt-up structure was extended 12 feet, and an approximate two-and-a-half-inch settlement was remedied to achieve a level frontage. New construction resolved outdated code assumptions. Conditions beyond the scope of typical renovations were addressed, including moisture and drainage, egress deficiencies at the building’s mezzanine, easements adjacent to the expansion, and verification of storm drain connections.
An exterior pavilion and large canopy were added, transforming the original closed-off façade into a visual anchor for the building entrance in alignment with the new branding. The area for final handoff, where customers celebrate their new vehicle and explore its features, was upgraded and enclosed to create a more memorable, personalized experience.
Parking, once adjacent to the building, was set back and reorganized. A prominent display plaza now showcases featured vehicles, emphasizing the dealership’s landmark presence in the community.
The Blue Stage identity language continues throughout the interior and service center. The showroom area with digital consultation areas repositions the sales environment around flexibility, a more fluid customer journey, and hospitality.
The new customer lounge offers comfortable seating, refreshment, and convenience with an almost residential vibe, augmented by relaxed showroom seating.
Temporary modular facilities supported sales operations during demolition and construction of the original frontage. Throughout the ten-month period, Parts and Service remained open, the refurbishment phased to ensure ongoing revenue-generating activity. Service bays were fully refreshed with new doors, lighting, paint (incorporating Honda Blue), support spaces, and employee amenities.
Customer and construction zones were separated during the renovation. Circulation safety was maintained at all times as systems, entries, doors, and finishes were replaced to heighten the customer journey and enhance the work environment for technicians.
The comprehensive renovation implements the new prototype in every respect, strengthening the persona of a long-respected dealership, while supporting sustainability through reuse. Working with stakeholders to reclad and reuse the existing structure demonstrates that a major renovation can achieve a dynamic, radical transformation without the need to rebuild.