Yangwang is a high-end new energy vehicle brand with fully self-operated channels and services. From 2022 to 2024, FORMS partnered with Yangwang to standardize all store types (SI) at the terminal level, rolling out a series of flagship stores that deliver a full-service experience and ultimate brand immersion.
As Yangwang’s first 10,000-square-meter top-tier flagship, the Changsha 4S Center was independently designed by FORMS. Located within BYD’s flagship cluster in Yuhua, Changsha, it serves as the brand’s first center store in Hunan,radiating influence across the entire province.
As the core carrier of service capabilities, the center store integrates sales experience, vehicle delivery, and after-sales support,while also embracing the retail concept of “expressing technology through art and empowering experience through culture,” seamlessly fusing historical culture with technological aesthetics.
THE YANGWANG WAY: DARING TO LEAD
Yangwang is born from BYD’s more than 20 years of R&D accumulation and technological dreams, dedicated to pursuing high-end ultimate performance experiences. “The Yangwang Way” stems from the brand’s core spirit——”DARE”, standing at the forefront of the times with the attitude of the brave, subverting the existing pattern, daring to take responsibility, daring to adventure, daring to be the first in the world. All things in the universe follow the “Way” is the original “Yangwang Way”.
FORMS builds on this spirit by crafting humanized, rational, and multi-sensory spaces, creating a deep connection between people, cars, and space. Visitors are invited to explore and resonate with the core values of Yangwang.
The Way Of Yangwang Direction As The Dao
The Changsha 4s Center spans three levels, housing a showroom, exclusive vehicle display zones, customer lounges, premium and customization areas, new vehicle delivery zones, after-sales service spaces, and multimedia experience areas. Beyond comprehensive car-buying services, the center also offers lifestyle amenities including a tea lounge, massage room, nursing room, and restaurant, catering to diverse customer needs.
A Linear Tour Experience Enhancing Brand Recognition
The oracle character “electricity” in the brand logo symbolizes more than 3,000 years of Chinese cultural heritage and exploration, showing the evolution of natural forces at the birth of the universe. It carries the radiant energy from the Big Bang, crossing time and space, recording humanity’s gaze toward the future and continuous forward footsteps.
Doorboard – Parallel Radlance
Taking inspiration from the character “电,” two parallel rays of light extend outward, symbolizing the exploration of electricity’s outer limits. Incorporating racing aesthetics, the design expresses the blazing velocity of cars in motion, infusing the brand with dynamic imagination and energy.
Entrance – Gate of time and space
Named “Gate of Spacetime,” the design draws inspiration from Yangwang’s pixelated grilles and cosmic headlights. It features an optical illusion effect akin to opening a portal through time and space, creating a striking visual experience that ushers visitors into Yangwang’s brand universe.
Display area – Energy Transfer
Designed as a vast “energy field,” the space merges physical form with emotional depth to communicate Yangwang’s values and spirit. More than a showcase of automotive beauty, it invites visitors to resonate with the brand’s core philosophy.
The Way Of Yangwang Law As The Dao
“Man follows Earth, Earth follows Heaven, Heaven follows the Dao, and the Dao follows Nature.”Yangwang takes Nature as its supreme aesthetic standard, returning beauty to purity and simplicity. Through understated primary materials, it creates a three-layer spatial mood from outside to inside. Moving from outdoors to indoors and then looking back at Nature through the skylight, the space— inspired by the brand story— allows visitors to experience the pure and essential beauty of the space in a natural state.
Skylight – YangWang Posture
Skylight: Natural light descends from above, inviting visitors to look upward when approaching the vehicle – a symbolic gesture of resonance with the brand. It follows an unconscious rhythm of nature, inspiring uplifted posture and reflecting Yangwang’s distinctive expression of luxury.
Suspended stairs – Like walking on the clouds
With a graceful and weightless structure, the staircase blends light, shadow and stone to create layers of contrast between heaviness and airiness. Hidden lighting enhances the spatial rhythm, immersing guests in a dreamy cloud-like atmosphere – an embodiment of Yangwang’s pursuit of aesthetic perfectionand immersive comfort.
Indoor environment – Leave blank
The “Gate of Spacetime” theme guides visitors from the chaos of the cosmos to a harmonious energy field. Using light beige limestone textures and refined, natural finishes, the space incorporates minimalist ‘void’ aesthetics to highlight authenticity and premium character. The design distills elegance from simplicity, drawing focus to the vehicles while expressing the brand’s confident purity.
The Way Of Yangwang Essence As The Dao
“Dao” signifies a return to the essence of things. Centered on the user, Yangwang upholds the service philosophy of “sincerity towards perfection” and moves customers through genuine hospitality. Focusing on soft furnishings and ritual-like interactions, it explores a comfortable sense of “temperature” and “warmth”. Luxurious details and multi-sensory experiences build trust, enhance the brand’s reputation, professionalism and integrity, and create a pleasant consensus and an ultimate experience for all.
Pursue five-sense experiences, shape brand warmth
Vision
In the soft decoration, the service area follows the brown leather color system of looking up at the interior of the car – Star Ring cockpit, with a warm beige gray environment, to create a service negotiation area comparable to the comfort of the cockpit, and feel the temperature in the cockpit before trying todrive the car.
The service area belongs to the public space, which should have the corresponding ornamentation while meeting the practicality, which can be reflected from the art ornaments and green plants.
Hearing
Music is a lubricant that soothes emotions and promotes consumption, and the team designs professional sound systems for high-end customers. Choose music that matches the target group (30-50 years old) and evokes emotional resonance.
Haptic Perception
Luxurious soft furnishings-including cushions, rugs, and leather seating-offer a rich tactile experience. The transition from tile to wood to carpet underfoot helps customers relax instantly and feel at ease while settling in.
Breaking away from the rigidity of traditional 4S stores, the area addresses diversefamilyneeds.Apaddedballpit Iressafetyandwarmth.while adjustable round tables and stools create a playful yet comfortable environment for exploration.
Gustation
Beyond flavor, the pursuit of natural ingredients reflects a return to authentic Well-being. Premium ingredients and beverages like Evian and Perrier offer a refined sensory treat. Each area of the showroom features curated scents themed to seasonal changes, immersing customers in a romantic, Eastern ambiance.
Olfaction
Fragrance affects a person’s mood. The team chose the lightest, relaxing and comfortable fragrance with floral arrangement, presenting a light and elegant tonality. The fragrances in the store are distributed in various areas, and the natural solar terms are unique fragrances, allowing users to immerse themselves in the romantic mood of the East.
Celestial Light Curtain Elevating The Delivery Ritual
As the climax of the ownership journey, the delivery ceremony is steeped in ritual. A celestial light curtain cascades from the ceiling, illuminating the new vehicle as stardust rains gently upon it. This poetic gesture evokes the joy of a new beginning. Every detail embodies the brand’s devotion to excellence. The light curtain experience is the pinnacle of Yangwang’s sensory luxury—a moment where dreams ignite and an epic, uninhibited journey begins.
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