Date: November 2023

Location: Asunción, Paraguay

Surface area: Showroom 330 m2, Museum 220 m2.

Concept

The Subaru Museum project stems from the idea of ​​transforming architecture into an experience, where history, technology, and the thrill of driving are integrated into a single journey. More than just an exhibition space, the complex is conceived as a sequence of moments that connect the past, present, and real-life experience of the brand.

Upon entering, visitors encounter a rally car suspended upside down from the ceiling. This unexpected and almost sculptural piece acts as a conceptual gesture that encapsulates the spirit of Subaru: challenge, engineering, and sporty character. Below this suspended memory, current models appear, establishing a direct dialogue between the rally heritage and the brand’s contemporary evolution.

The museum and showroom are connected by a green courtyard that serves as an intermediate space and exhibition area for off-road vehicles. This open space visually and spatially connects both areas, allowing natural light and the surrounding landscape to accompany the visitor.

Towards the back of the property, the architecture opens up to a dynamic experience with the test drive area, where vehicles can be tested under various driving conditions. In this way, the project goes beyond simply displaying cars: it proposes a journey that begins with history, continues with the exhibition, and culminates with the direct experience of driving.

The complex thus presents a new concept for an automotive museum, where architecture, brand, and experience are integrated into a single narrative.