Industrial Kinetic Displays Transform Automotive Service Center into Hybrid Exhibition Space in Tbilisi

Material Editors Studio, with creative lead Teona Kokhodze, has unveiled “Reimagine The Ride,” a 255-square-meter automotive service center in Tbilisi, Georgia, for Tegeta Holding. This project redefines the typical tire service center by merging vehicle maintenance with retail and brand presentation, creating a hybrid environment that challenges conventional perceptions of automotive care spaces.

Exposed Operations as Design Elements

The design philosophy behind Reimagine The Ride centers on exposing, rather than concealing, the operational aspects of automotive service. Elements typically found in a workshop, such as industrial infrastructure, are integrated into the spatial language. This approach informs the layout of display systems, circulation paths, and architectural interventions throughout the interior, making the functional aspects of the space a key part of the visitor experience.

Material Palette: Industrial Precision

The project draws inspiration from automotive manufacturing and industrial construction for its material palette. Silver-painted metal tubes, perforated steel sheets, metal grids, Plexiglass, organic glass, and leather are combined to create a layered environment that evokes precision, durability, and technical production. Existing industrial elements within the structure have been retained and reinterpreted as integral components of the architectural composition.

Innovative Display Systems

Custom-designed installations transform familiar automotive components into sophisticated display elements. Tires are presented on rotating stands mounted to exposed metal axles, while maintenance products are arranged as curated wall compositions. Branded merchandise is showcased within suspended transparent boxes secured by industrial carabiners. Additionally, custom shelving systems are designed to reference workshop scaffolding and service infrastructure, blurring the lines between operational necessity and aesthetic display.

Kinetic Installations and Lighting

Lighting and movement play a crucial role in enhancing the spatial experience. A series of kinetic and illuminated interventions, including infinity mirrors, circular light elements, LED tubes, rotating mechanisms, and a red LED matrix, introduce depth and visual rhythm. These elements guide visitors through the interconnected service, exhibition, and retail areas without disrupting the ongoing operational workflows.

Adaptability and Future-Proofing

The Reimagine The Ride project combines prefabricated components with on-site fabrication to seamlessly integrate custom installations within the existing structure. The use of durable industrial materials and modular display systems ensures long-term adaptability, allowing the interior to evolve over time to meet future needs.

By successfully merging the functional demands of an automotive workshop with exhibition-based display strategies, Reimagine The Ride by Material Editors Studio offers a compelling alternative model for service environments. It demonstrates how maintenance processes can remain visible and become an engaging part of the architectural and visitor experience, transforming a utilitarian space into a dynamic destination.

Key facts

This project is significant for architecture and design enthusiasts as it showcases how industrial aesthetics and innovative display techniques can be applied to redefine conventional service spaces. It highlights a trend towards creating more engaging and multi-functional environments within traditionally utilitarian sectors, offering a new perspective on the integration of retail, brand experience, and operational functionality.

Source: Designboom – industrial kinetic displays shape hybrid exhibition and automotive service space in tbilisi (https://www.designboom.com/architecture/industrial-kinetic-displays-hybrid-exhibition-automotive-service-space-tbilisi-material-editors-teona-kokhodze-reimagine-ride/)