A Dealership Ready for Change
BMW has always been synonymous with performance and precision, and its dealerships are expected to reflect those same qualities. At BMW of Silver Spring, however, the physical space was beginning to lag behind the evolving expectations of both the brand and its customers. The showroom was functional but dated, with layouts and finishes that no longer matched the premium experience BMW ownership should convey. That’s where Penney Design Group came in. Our task was to take on an aging facility and turn it into a modern destination that embodied the brand, supported staff, and delighted customers.
Looking at the Before
Walking through the facility before renovation, it was clear where improvements were needed. The showroom floor was crowded, with limited space to highlight vehicles in a way that felt intentional. Lighting was uneven, often failing to showcase the cars at their best. The customer waiting area had been outgrown and was lacking comfort and connection to the rest of the dealership. Even the service drive and back-of-house functions showed signs of strain from years of heavy use.
The dealership wasn’t broken—but it wasn’t inspiring either. For a brand like BMW, that was not enough. The challenge was to preserve the building’s utility while elevating it into a space that matched the luxury and performance DNA of the vehicles inside.
The Renovation Vision
Our vision for BMW of Silver Spring’s renovation centered on creating a space that flowed seamlessly from arrival to delivery. The new design emphasized openness and transparency, making every step of the customer journey intentional. The showroom was reconfigured to allow for clean sightlines, more natural light, and curated display areas that placed vehicles at the center of attention.
High-quality finishes were introduced to reinforce BMW’s premium images: sleek glass walls, polished surfaces, and lighting designed specifically to enhance the forms and colors of the vehicles. The customer lounge was reimagined as a comfortable, upscale retreat rather than a simple waiting room, offering an experience that matched the excitement of test driving a BMW.
Meeting the Challenges
Renovations are rarely straightforward, and BMW of Silver Spring was no exception. One challenge was completing the work while minimizing disruption to the dealership’s daily operations. Staging construction in phases allowed sales and service teams to continue serving customers without compromising safety or efficiency.
Another challenge was balancing BMW’s corporate design standards with the practical realities of the existing building. Not every element could be rebuilt from scratch, so creative architectural solutions were developed to integrate new features into the old framework without sacrificing consistency or quality. The result was a dealership that feels entirely new, even though its foundation has been there for decades.
The After: A New Standard
Today, BMW of Silver Spring is more than a renovated facility, it’s a revitalized experience. The showroom feels open and inviting, with vehicles displayed like works of art. Customers can move easily from browsing to consultation, with spaces designed for personal conversations and digital engagement. The lounge provides a sense of comfort and exclusivity, while the service areas are efficient, transparent, and capable of handling today’s mix of combustion and electric vehicles.
The transformation demonstrates how architectural design can reshape perception. What was once a serviceable dealership is now a destination that communicates BMW’s brand values at every turn. For customers, the new space enhances the sense of excitement and pride that comes with owning a BMW. For staff, it provides an environment that supports productivity and reflects the prestige of the vehicles they represent.
More Than Just a Facelift
This project highlights how dealership renovations can go beyond aesthetics. At Penney Design Group, we believe every renovation is an opportunity to rethink functionality, improve sustainability, and prepare for the future. In Silver Spring, that meant designing spaces that could accommodate electric vehicle infrastructure, integrating energy-efficient lighting and mechanical systems, and creating flexibility for future changes in showroom or service needs.
By approaching the project holistically, the renovation achieved more than a visual update—it provided a platform for the dealership to thrive in the years ahead.
Looking Forward
BMW of Silver Spring now stands as an example of what a thoughtful renovation can achieve. It shows that dealerships don’t need to start from scratch to make a powerful statement. With the right vision, planning, and execution, an existing facility can be transformed into a flagship-caliber destination that elevates the brand and enhances the customer’s journey.
At Penney Design Group, we’re proud of the transformation and the partnership that made it possible. It’s proof that design, when done well, has the power to not only change a building, but also reshape an entire experience.
