a 3D facade of 7,553 tiles wraps KIA's brand with algorithmic patterns

boasting unique, stereoscopic patterns made of 7,553 modules, the exterior of KIA’s first experience centre, BEAT360, takes off with the brand’s new direction – a different beat. designed by local korean studio, CA plan, the facade’s objective is to elicit various moods based on the viewing angle and time, taking inspiration from the flow of air travelling across the body of a moving vehicle.

front view of KIA beat 360, harmonious with the surrounding environment

to ensure the correct algorithmic pattern of the tiles CA plan paid close attention to factors such as lighting, ventilation, and the outside view of the conventional building. a slight view of the concealed building, assured through gaps among the modules, displays a range of patterns and colors, further expressing the innovative and dynamic brand image.

CA plan focused on the realization of the brand identity

the concept is carried through to the inside, where a similarly impressive amount of tiles (this time 8,800 to be exact), connects three themed spaces of BEAT360. an ‘artistic cafe’ will host cultural events, a garden with a putting zone playfully caters to those looking to relax, and a premium lounge looks set to act as a ‘counselling’ zone and advice centre for customers whilst demonstrating KIA’s future vision of mobility.

facade details express air flow

facade design to represent brand identity

cafe of KIA beat 360 is designed as a place to provide various cultural events and to communicate with customers

salon of KIA beat 360 is targeted space to KIA’s premium customers

to overcome the low height of existing buildings, mirror materials are used to maximize the sense of space

salon of KIA beat 360

garden of KIA beat 360

wooden decks create a natural atmosphere

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: maria erman | designboom