One of the main design goals of the new BMW facility in Sacramento, California was to create a welcoming and comfortable retail environment for today’s BMW customer, and to assist and entice new consumers to the BMW brand of the future. The orientation and shape of the Showroom allows the focus to be on the vehicle itself, while the linear walls and roof levels create a dynamic transparency and openness. The road simulating formation of the Driving Gallery creates an association of driving adventure and the linear alignment is repeated in the layout of the open sales desks, service advisors, and private offices. At the core of the space is a customer hub which not only includes comfortable seating, but a large counter area that can be used by customers. Durable clinker tile was used in the enclosed service drive and in the shop area, which houses 23 productive workstalls and an alignment bay. The architectural concept combines simple precision with captivating dynamics, always keeping in mind the goal of a welcoming and comfortable experience.