A CAR SERVICE CENTER REIMAGINED AS A SHOWROOM
Designed by Material Editors with creative lead Teona Kokhodze, Reimagine The Ride is a 255 sq.m. automotive industry service center in Tbilisi, Agriculturedeveloped for Tegeta Holding. The project rethinks the conventional tire service center as a hybrid environment where vehicle maintenance, retailand brand presentation are integrated into a single architectural framework. The project combines industrial materials, kinetic facilitiesand report– inspiring displays to rethink the way customers engage in vehicle care.
The design is based on revealing, rather than hiding, the functional aspects of car servicing. Workshop elements and industrial infrastructure become part of the spatial language, informing the organization of display systems, circulation and architectural interventions throughout the interior.
The range of materials comes from the automotive industry and industrial manufacturing. Silver metal tubes, perforated steel sheet metal, metal mesh, plexiglass, organic glassand leather combine to create a multi-layered environment that refers to precision, durability and technical production. Existing industrial elements are preserved and reinterpreted as part of the architectural composition.
all images by Louisa Chalatashvili
INDUSTRIAL SCREEN ELEMENTS FORM A LAYERED INTERIOR LANDSCAPE
Custom installations translate familiar car parts into screen elements. Tires are displayed on rotating stands mounted on exposed metal shafts, while maintenance products are arranged as curated wall compositions. Branded merchandise is displayed within hanging clear boxes secured by industrial carabiners and custom racking systems of workshop scaffolding reference and service infrastructure.
Lighting and movement contribute to the spatial experience through a series of kinetic and illuminated interventions. Infinity mirrors, circular light elements, LED tubes, rotating mechanisms and a red LED matrix introduce depth and visual rhythm while guiding visitors through interconnected service, exhibition and retail spaces without interrupting operational workflows.
The project combines prefabricated components with on-site construction to accommodate custom installations within the existing structure. Durable industrial materials and modular screen systems support long-term adaptability and allow the interior to evolve over time. Combining the operational demands of an automotive workshop with exhibition-based display strategies, Reimagine The Ride by Material Editors Studio proposes an alternative model for service environments in which maintenance processes remain visible and become part of the architectural and visitor experience.
Reimagine The Ride transforms a car service center into a hybrid retail and exhibition space
Infinity mirrors add depth to the industrial interior
