BMW Group's 'Retail Next' concept applied to renovated showroom

Seven BMW, four MINI models on display alongside shopping and leisure spaces

Improved access for customers in eastern Greater Seoul, including Namyangju

The renovated BMW and MINI showroom at Starfield Hanam, reopened by Deutsch Motors. [Deutsch Motors]
The renovated BMW and MINI showroom at Starfield Hanam, reopened by Deutsch Motors. [Deutsch Motors]

Deutsch Motors, an official dealer of BMW Group Korea, has reopened its BMW and MINI showroom at Starfield Hanam in Hanam, Gyeonggi Province, following a full renovation, the company announced Tuesday.

The showroom, located on the second floor of the Starfield Hanam mall in Sinjang-dong, spans 652 square meters (about 198 pyeong, with 1 pyeong equaling 3.3 square meters). The redesign incorporates "Retail Next," BMW Group's latest retail space concept. Unlike conventional showrooms focused primarily on vehicle display, the new layout makes it easier for customers to browse vehicles and consult with staff.

The space displays 11 vehicles in total: seven current BMW models and four MINI models. Set within an open shopping mall, the showroom is laid out so visitors can naturally stop in while shopping or enjoying leisure activities and browse a wide range of models at their own pace.

The location offers significant advantages. Starfield Hanam is one of the leading mixed-use shopping destinations in the eastern Greater Seoul corridor, drawing strong foot traffic from families and younger shoppers. Deutsch Motors said it plans to broaden the BMW and MINI brand experience by integrating the showroom with the surrounding retail, cultural and leisure spaces.

The showroom also improves access for customers in neighboring areas, including Seoul's Gangdong district and Namyangju in Gyeonggi Province. The company said the renovation reflects a broader shift in the imported-car retail model — from destinations requiring a dedicated visit to spaces woven into customers' everyday routines.


kwater@heraldcorp.com