Auto dealerships are funny things. Buyers come in thinking this is going to be a one-time experience. See the car, negotiate on the car, pick up the car, drive the car away. Dealers, on the other hand, want that first visit to be the beginning of a long and beautiful relationship. In other words, come back repeatedly for maintenance and service – because that’s where the real money’s made.
So on a narrow strip of underutilized land on Bala Avenue in Bala Cynwyd, BMW of the Main Line commissioned Penney Design Group to create an inviting structure that would reflect the style and feel of the luxury performance brand in a way that emphasizes openness and accessibility – and that’s what Penny expected from my photography.
On top of that, the location, situated near a commuter rail station and running parallel to train tracks, was ripe for revitalization. As this new construction was to serve as the catalyst for this effort, my images had to serve the needs of the town as well as those of the designers and dealership. An intermittently cloudy day afforded me the opportunity to angle and shoot the exterior against dramatic skies. Every corner of the interior was flooded with light to highlight the abundance of windows and the openness of design.
Moving inside, I emphasized the accessibility of cars parked within easy reach of the sales associates and their desks, making sure to capture the warm touches of wood that brought texture and tone into the space.
After descending the glass-framed staircase, I took a similar approach to the streamlined efficiency of the service center’s reception area and work stations.
As the Welsh Quakers who originally settled Bala Cynwyd might have said, it’s an anhygoel (awesome) new addition to the area’s landscape.