论文总字数：15845字

摘 要

本毕业设计课题为《美国拉斯维加斯SEMA SHOW展会宝马展位设计》。本次课题研究的目的是如何将“Sheer driving pleasure”的设计理念与宝马公司的定位“现在未来100年”完美融合入，在满足用户驾驶体验的同时吸引更多的年轻客服，使老客户更加相信宝马品牌。本设计旨在为宝马设计一个100*100英尺的企业展位，其中包括会议室和酒吧，空间设计中将紧扣主题“点亮未来”，把科技、艺术等元素融为一体，运用到灯光、展位设计中，同时综合运用模拟场景、LED灯光和多种多媒体互动展示技术来展现2019年最新的宝马车型，将“照亮”的理念融入到互动展示技术中，以凸显汽车展厅的魅力。与会者参观的不再单单是简单的文字介绍和汽车模型展示，而是实现对其真实性和体验性的更高追求。除了灯光以及模拟展示技术在展厅中的应用，在设计中会更好的结合展示建筑设计基本原理，以此来刺激更多的年轻消费者购买，使体验者切切实实地感受到该品牌能带来的驾驶乐趣。

关键词：SEMA SHOW 展位设计 企业文化 主题表现

Abstract

The graduation design project is "BMW Booth at SEMA SHOW Expo in Las Vegas in the United States". The purpose of this project is to integrate the design concept of “Sheer driving pleasure” with BMW's positioning “now and future 100 years”, which is to attract more young customers while satisfying the user's driving experience. And to make the existing customers more believe in the BMW brand. This exhibit is a 100*100 feet corporate booth for BMW Company, including five car display areas, a conference room and a bar. This space will closely follow the theme of “lighting the future”. Integrating technology, art and other elements will be used in this design. The simulation scene, LED lighting and various multimedia interactive display technologies will be make the latest 2019 BMW models look amazing, and the concept of “Lighting” is integrated into the interactive display technology to highlight the charm of the car showrooms. What attendees can see in the exhibit is no longer just some simply text introduction and car models, but a higher pursuit of its authenticity and experience. In addition to the application of lighting and simulation display technology in the exhibition, the basic principles of structure design will be better combined in the design to stimulate more young consumers to buy BMW cars, so that the experience can truly feel the BMW driving pleasure.

Key words: SEMA SHOW; Booth Design; Corporate Culture; Theme Performance

目 录

摘要…………………………………………………………………………………I

Abstract……………………………………………………………………………II

第一章 绪论………………………………………………………………………1

1.1 选题背景……………………………………………………………………1

1.2 研究目的和意义……………………………………………………………1

1.2.1目的…………………………………………………………………1

1.2.2意义…………………………………………………………………2

1.3 国内外汽车展厅综述………………………………………………………2

1.3.1国内车展及其展厅的现状和水平……………………………………2

1.3.2国外车展及展厅的的现状和水平……………………………………3

1.3.3总结…………………………………………………………………5

1.4研究的方法和内容…………………………………………………………5

1.4.1研究的方法…………………………………………………………5

1.4.2研究的内容…………………………………………………………6 第二章 宝马展厅设计分析……………………………………………………8 2.1设计简介及设计思路………………………………………………………8

2.2企业设计风格分析…………………………………………………………9

2.3展厅设计分析………………………………………………………………10

2.3.1人流动线分析………………………………………………………10

2.3.2功能分区分析………………………………………………………11

2.3.3材料及空间色彩分析………………………………………………11

2.3.4 Bematrix搭建框架分析……………………………………………12

第三章 宝马展厅最终设计方案……………………………………………14

3.1宝马展厅整体设计……………………………………………………14

3.1.1 Bematrix框架运用…………………………………………14

3.1.2 宝马文化设计表现…………………………………………15

3.2宝马展厅细节设计……………………………………………………16

3.2.1汽车展示厅细节设计……………………………………………16

3.2.2体验区细节展示设计……………………………………………16

3.2.3酒吧细节展示设计………………………………………………17

3.2.3会议室细节展示设计……………………………………………18

3.3宝马展厅预算分析……………………………………………………18

第四章 宝马展厅VI设计方案……………………………………………20

4.1宝马宣传VI设计………………………………………………………20

4.2宝马体验VI设计………………………………………………………20

4.3宝马礼品VI设计………………………………………………………21

结语…………………………………………………………………………………22参考文献………………………………………………………………………….23

致谢…………………………………………………………………………………24

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