Automotive - PDG Dev

Transforming BMW of Silver Spring: Before & After Renovation

November 25, 2025/ Automotive • Trends

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.

Navigating OEM Design Standards in Automotive Projects

October 21, 2025/ Automotive • Trends

The Role of OEM Standards in Dealership Architecture

Automotive architecture comes with a unique challenge. Unlike many other commercial projects, dealerships must follow detailed brand guidelines, or OEM standards, established by manufacturers like Porsche, Lexus, and Audi. These standards influence nearly every design decision—from the exterior façade to interior finishes, lighting, and even the placement of signage. For Penney Design Group, navigating this landscape is a core part of our work. The key is balancing strict adherence to brand identity with the realities of site conditions, local regulations, and client needs.

Why Standards Matter

Original Equipment Manufacturers invest heavily in creating consistent experiences for their customers worldwide. When someone walks into a Porsche dealership in Ohio, a Lexus showroom in Virginia, or an Audi facility in Pennsylvania, they expect the space to reflect the same brand values they’ve seen elsewhere. OEM standards make that possible. They create continuity and reinforce the brand image, ensuring that customers feel the same level of quality no matter where they shop.

At the same time, these standards are not suggestions—they are requirements. They cover everything from cladding materials to furniture packages and are often updated to align with evolving corporate identities. For architects, this creates both a framework to guide design and a responsibility to translate those guidelines into functional, buildable spaces.

The Penney Approach

At Penney Design Group, we treat OEM standards as the starting point, not the finish line. Our goal is to interpret these requirements in a way that feels authentic to the brand while also making sense for the dealership’s specific context. A Porsche showroom may call for sleek ACM panels and bold glass curtainwalls, but the way those materials are detailed in a suburban setting may differ from an urban site.

This approach requires collaboration on every level. We work directly with OEM representatives, dealership owners, and contractors to ensure compliance while also advocating for design solutions that improve efficiency and enhance customer experience. By fostering open communication, we’re able to bridge the gap between strict corporate requirements and the practical realities of construction.

Case Study: Porsche

Designing to Porsche standards means working with a brand that prioritizes precision and performance in every detail. Their architectural guidelines emphasize clean lines, dramatic glazing, and bold use of branded materials. In practice, this means ensuring every seam, every joint, and every finish aligns with that vision.

When working on Porsche Beachwood, our team collaborated closely with both Porsche and the ownership group to make sure the facility reflected the global Porsche brand while fitting the local market. The result was a showroom that won NAIOP’s New Construction Project of the Year, showing how adherence to OEM standards can produce award-winning architecture when executed with care.

Case Study: Lexus

Lexus standards focus on refined luxury, with warm finishes, balanced lighting, and spaces designed to feel calm and inviting. For us, that meant paying attention to the customer journey—how the layout flowed from entry to consultation areas, how waiting lounges felt, and how lighting created a sense of intimacy. Meeting these standards required not only architectural precision but also a focus on customer psychology. The result was a dealership that felt unmistakably Lexus while supporting operational efficiency for staff.

Case Study: Audi

Audi’s design language emphasizes innovation and modernity. Their standards lean heavily on angular forms, bold branding elements, and a strong interplay of light and material. In our work on YBH Audi Devon, we interpreted these guidelines into a flagship facility that made the brand’s cutting-edge ethos tangible. From exterior lines that announced Audi’s presence along a major corridor to interior sightlines that guided customers seamlessly through the showroom, every element tied back to the brand’s identity.

Challenges and Opportunities

Adhering to OEM standards is not always simple. There are times when brand requirements conflict with zoning codes or when specified materials are not readily available in a particular market. In these cases, our role is to find alternatives that meet both the letter and spirit of the standard. This may involve sourcing equivalent materials, adjusting dimensions, or working with OEM representatives to secure approvals for minor modifications.

These challenges are also opportunities. They allow us to bring creative solutions to the table, blending brand consistency with local adaptation. Over time, this has become one of Penney Design Group’s strengths—helping clients meet global standards while delivering facilities that are tailored to their community.

The Bigger Picture

At the end of the day, OEM standards are about more than finishes and façades. They are about trust. Customers trust that their brand experience will be consistent and that the space they enter will reflect the quality of the vehicle they are considering. Dealership owners trust that their investment in a compliant facility will support their relationship with the manufacturer and enhance their business performance.

For us, these projects are about trust as well. Our clients trust Penney Design Group to navigate the complexity, interpret the requirements, and deliver a building that not only complies but excels. Whether it’s Porsche, Lexus, Audi, or any other OEM, we take pride in turning standards into spaces that inspire.

Luxury at Scale: How Aston Martin Bentley & Ferrari of Naples Define Dealership Design

October 7, 2025/ Automotive

Designing for Luxury in an Expansive Market

When people hear the word “luxury,” they often imagine exclusivity, refinement, and a sense of personalized attention. In the world of automotive retail, those expectations must be delivered consistently—even when the dealership itself operates at a substantial scale. For Aston Martin Bentley and Ferrari of Naples, Penney Design Group set out to create architectural experiences that honor each brand’s identity while ensuring functionality, operational flow, and a feeling of rarity within large, high-performing facilities.

Distinct Brands, Distinct Experiences

Although both Aston Martin Bentley and Ferrari cater to high-end clientele, their brand stories and visual languages could not be more different. Aston Martin Bentley projects an atmosphere of British sophistication—clean lines, warm materials, and a refined sense of craftsmanship that reflects its heritage. Ferrari, on the other hand, thrives on energy, precision, and passion—its spaces are bold, dynamic, and unmistakably tied to the thrill of performance.

In Naples, the challenge was not simply to create two beautiful showrooms under one roofline, but to give each brand the stage it deserves. Our design approach respected each manufacturer’s global guidelines while finding architectural solutions that kept the overall project cohesive. This balance allowed the dealerships to operate side-by-side while retaining their individuality.

Materials as Storytelling Tools

Material selection played a crucial role in delivering the right atmosphere for each brand. For Aston Martin Bentley, the palette leaned toward rich wood veneers, muted metals, and warm lighting that invite customers to slow down and savor the details. Soft textures and a more intimate scale in seating and lounge areas enhance the brand’s sense of tailored exclusivity.

In contrast, Ferrari’s space demanded high-gloss finishes, vibrant brand colors, and crisp lighting that accentuates the sleek geometry of the cars. Here, the architecture works almost like a spotlight—framing each vehicle as a piece of art while maintaining the excitement and drama that Ferrari owners expect.

The Customer Journey

Luxury customers expect more than just a sales pitch—they expect an experience. The layout of each dealership was carefully planned to guide visitors through a progression that feels natural and rewarding. For Aston Martin Bentley, the journey begins with a welcoming showroom that transitions into private consultation spaces, allowing for more personal conversations away from the public floor. For Ferrari, the flow builds anticipation, leading customers past iconic models and memorabilia before arriving at dedicated areas for vehicle configuration and delivery.

Both spaces also integrate service areas that maintain the same standard of design as the public zones. Large glass partitions offer a clear view into service bays, demonstrating transparency and precision in the work being done. This level of openness reinforces trust and aligns with each brand’s commitment to excellence.

Scale Without Sacrifice

One of the biggest design challenges in high-volume luxury dealerships is preserving a feeling of exclusivity within a large footprint. The Naples facilities needed to accommodate substantial inventory, multiple customer touchpoints, and extensive back-of-house operations without feeling overwhelming or impersonal.

We achieved this by breaking down the scale into a series of smaller, interconnected zones. Sightlines were controlled to reveal new areas gradually rather than all at once, giving customers a sense of discovery. Lounge areas, display zones, and private offices were strategically placed to create moments of intimacy within the overall expanse. The result is a dealership that can handle large operational demands while still delivering the feeling of a boutique showroom.

Future-Ready Design

In both facilities, flexibility was a key design priority. The luxury automotive market evolves quickly, with new models, changing brand requirements, and the increasing demand for electric vehicle infrastructure. The mechanical systems, electrical planning, and service layouts were all designed with adaptability in mind. This ensures that Aston Martin Bentley and Ferrari of Naples can update their spaces without requiring disruptive overhauls in the future.

A Unified Vision

While each brand’s space carries its own distinctive personality, the two dealerships share a common architectural thread—precision in execution, attention to customer experience, and a commitment to sustainability where possible. By carefully tailoring design strategies to the essence of each brand while integrating operational efficiency, Penney Design Group delivered a project that proves luxury and scale can thrive together.

The result is more than just two beautiful showrooms. It’s an architectural achievement that reflects the art, performance, and passion behind the world’s most prestigious automotive brands.

A Design Story: 7209 Arrowood Road Residence

September 22, 2025/ Automotive • Sustainability • Trends

At Penney Design Group, our work spans both commercial and residential architecture, from national dealership networks to one-of-a-kind homes in our own community.

Each project challenges us to think about how people move, gather, and live in the spaces we create.

The 7209 Arrowood Road residence in Bethesda, Maryland exemplifies a large-scale Mediterranean-modern mansion, on a rare scale: 22,000 square feet spread across four levels. The house is one of the largest in the DC market.

Designing at Scale

When approaching a home of this size, circulation and flow become as important as aesthetics. The residence is organized vertically around a commercial-grade elevator and horizontally through layered gathering spaces that balance openness with intimacy. Our design team was tasked with making a very large home feel warm, livable, and cohesive.

The Entry Experience

The house welcomes guests with a three-story entry gallery at approximately 42’ high. This space is more than an introduction—it sets the tone for the home by blending vertical drama with a refined material palette. Exotic finishes sourced internationally add richness without overpowering the architecture.

Everyday Living Meets Luxury

At the core of the home is a gourmet kitchen with dual islands, supported by both a butler’s pantry and a secondary pantry. The kitchen anchors a sequence of interconnected spaces: a family room that opens directly to a covered terrace, a sunlit morning room, and a glass-lined sunroom. These transitions allow for a natural movement between interior and exterior life.

Integrating Indoor and Outdoor Spaces

The design intentionally extends living areas to the outdoors. A covered terrace with an outdoor kitchen overlooks a landscape that includes a koi pond, swimming pool, and tennis court. These features are not add-ons but integrated elements that reinforce the home’s connection to its site.

Specialized Spaces

The residence layers in purpose-built rooms designed for specific experiences:

A theater room for immersive entertainment.
A library paired with a wine cellar and wet bar for quiet evenings or social gatherings.
An exercise room with direct terrace access, bringing wellness into contact with fresh air and natural light.

Private Retreats

The primary suite is conceived as a retreat within the home, featuring dual walk-in closets, a spa-inspired bath, a sitting area, and a secluded balcony. Each additional bedroom includes its own bath and private access to outdoor terraces, giving family members and guests a sense of autonomy within the larger structure.

Flexibility and Wellness

The upper levels balance productivity and restoration. Two private offices with terraces provide ideal live-work spaces, while a dedicated spa suite with sauna and steam room supports wellness and relaxation. These features highlight how residential design increasingly blurs the line between work, leisure, and health.

Entertainment and Collections

The lower level includes a playroom with a wet bar that opens onto yet another terrace, continuing the theme of indoor-outdoor connection. For car enthusiasts, garaging for seven vehicles plus a carport is seamlessly integrated into the design, reinforcing that architecture can support not only daily living but also personal passions.

Beyond Luxury

What makes 7209 Arrowood Road special is not just its size or amenities—it’s the way those elements come together into a cohesive architectural vision. The design demonstrates how commercial-scale planning and detail can be brought into the residential realm to create a home that is at once grand, functional, and deeply personal. The house is like a resort or a private cultural building compressed into a residence. The combination of a formal arrival, towering internal volumes, carefully arranged mezzanines/galleries, and purpose-built amenity spaces produces an experience that’s more about spatial sequence and material quality than about any single flashy feature.

Sustainability in Automotive Architecture: Trends & Best Practices

July 15, 2025/ Automotive • Sustainability • Trends

A Shift in the Industry

For years, the automotive industry has focused on innovation—smarter engines, sleeker designs, and most recently, a push toward electric vehicles. But there’s another transformation underway, and it’s happening in the buildings that sell and service these cars. Dealership architecture is going green. Not just with flashy buzzwords, but through meaningful design decisions that help reduce environmental impact and support long-term efficiency. At Penney Design Group, we’ve embraced this shift and continue to shape spaces that align with a more sustainable future.

Choosing the Right Materials

Sustainable design starts with smart material choices. Today’s dealerships don’t have to rely on high-impact construction elements to make a statement. Instead, we’re seeing growing interest in using recycled metals, low-VOC paints, reclaimed wood, and durable finishes that reduce the need for frequent replacement.

Green roofing systems, translucent panels for natural daylighting, and advanced insulation methods are becoming more common in our projects, helping to lower energy demand while enhancing the overall aesthetic. These aren’t just “nice-to-have” features—they’re practical investments that pay off over time.

Energy Efficiency that Performs

A major focus of sustainable architecture is energy performance. In our dealership designs, this shows up in everything from HVAC systems to lighting layouts. We design spaces that make the most of natural ventilation and daylight, reducing the need for constant mechanical cooling and artificial light. LED lighting systems are carefully placed to maximize coverage while using as little power as possible.

We also work with engineers to specify high-efficiency HVAC systems that can adapt to different seasons and usage patterns. The result is a dealership that works smarter, uses less energy, and lowers operational costs for the owner.

The Site Matters Too

Sustainability doesn’t stop at the walls of a building. It starts at the site. When we plan a dealership, we look at the bigger picture—how stormwater moves, where sunlight hits, and how vehicle traffic flows in and out. Proper grading and permeable paving help reduce runoff and improve groundwater recharge. Landscaping with native plants cuts down on water use and maintenance.

Thoughtful orientation of the building can make a huge difference in how efficiently it handles heat and light. These early planning decisions are crucial and often determine how well the entire project will perform over time.

Designing for What’s Ahead

The dealerships of today need to be ready for tomorrow. That’s why our sustainable strategies also consider future growth and adaptability. We design service areas that can accommodate electric vehicle infrastructure. We plan mechanical rooms that allow for upgrades down the line. And we create flexible showroom spaces that can be reconfigured as brands and customer experiences evolve.

Sustainability isn’t just about reducing carbon footprints—it’s also about designing smarter spaces that can adapt to change without needing to be torn down or rebuilt.

Our Commitment

At Penney Design Group, we don’t treat sustainability as a separate checklist—it’s part of our process. Whether we’re designing a luxury flagship dealership or a family-run service center, we’re always looking for ways to make it more efficient, more resilient, and more responsible.

We believe the best buildings are the ones that stand the test of time—architecturally, functionally, and environmentally.