Hnw Architects Audi Cover
Hnw Architects Audi Cover

Adaptive reuse transforms flagship showroom


Reuse, reformation, and reinvigoration for flagship Audi Showroom.

Located in an enviable position, visible from both the Eastern Road and Bilton Road within the Motor Park, this flagship showroom boasts numerous unique features that seamlessly blend the site’s history with the latest architectural and corporate standards of the Audi brand.
Hnw Architects Automotive Audi Portsmouth External 2
Portsmouth Audi’s showroom formed a key part of the Audi site redevelopment for Harwoods. This showroom followed on from the design and construction of a dedicated and highly sustainable Audi Aftersales Centre off-site with nearly 20 vehicle and MOT servicing bays nearby on Airspeed Road (completed 2020).

The considered remodelling of the former Audi ‘Hangar’ building shell has extended the new showroom significantly. It now features an impressive 16 new car internal display, along with a dedicated customer handover bay, open plan offices, and expansive customer lounge and hospitality areas.
Hnw Architects Audi Portsmouth Site Plan
The internal configuration sees a marked change from conventional “transaction-style” motor dealership interiors and operation. Instead, it places the emphasis on the vehicles, digital technologies, and customer/lounge settings, designed to appeal to and attract a wider customer audience.

The showrooms internal design was a collaborative effort involving HNW Architects, Harwoods and Audi UK as part of an emerging design concept being explored by Audi.
Hnw Architects Audi Portsmouth Aerial 1
Hnw Architects Audi Portsmouth Aerial 2
Hnw Architects Audi Portsmouth Internal 1
Hnw Architects Audi Portsmouth Internal 2
The performance and EPC rating of the existing site was significantly upgraded through the integration of an improved building envelope and new services throughout, with a move towards an all-electric servicing approach. Futureproofing was a key consideration, leading to the provision of 5 on-site active EV chargers, along with infrastructure to easily expand, allowing the showroom to meet both current and future needs.

The carefully considered phased masterplan for the site enabled Harwoods and Portsmouth Audi to remain on the site throughout all phases of the works (including both the Aftersales Facility on Airspeed Road, and the new Showroom on this site). The re-use and adaptation of former buildings on the site ensured business continuity and location stability, proving to be both commercially beneficial and sustainable when compared to relocating off-site or using temporary facilities elsewhere.
Hnw Architects Audi Portsmouth Workshop 1
Hnw Architects Audi Portsmouth Workshop 2
Hnw Architects Audi Portsmouth Workshop 3
To add further value, the phased HNW masterplan is now complete for Portsmouth Audi, and also enabled a further residual development plot to be developed. This plot saw our design and construction of the first new-build INEOS Grenadier dealerships in the country.
Hnw Architects Ineos Grenadier Portsmouth Internal3