BMW Motorrad at Ladprao dedicates the double levels showroom space to become a house to rider club. The products display and  presented in a tone of rider’s residence rather than commercialize showroom. This idea bring more friendly and approachable character warm welcoming to all new rider. The flow of experience sequence as homelike starting from service reception as Foyer, lead to Living Room space with more comfy lounge seats connected with central Nespresso bar. Adjacent to Gallery of lifestyle display, before lead to upper level Rider Club which high variety of accessories to personalize each different bike. The concept design aim to establish more bonding in sense of lifestyle activities, spending more time and sharing more conversation, creating a larger group of customer and benefit back to business aspect.