340,000-SF Auto Showroom Makeover Includes Indoor Track

NEW YORK CITY-Manhattan’s 11th Avenue auto-showroom enclave is going upscale with the renovation of a 340,000-sf dealership that will include a truckload of eye-catching, high-tech amenities.

The Manhattan Auto Group’s renovated facility 787 11th Ave., between 54th and 55th streets will feature a 30-foot-high atrium and circular balustrade and each brand will have its own “salon,” designed to combine the marketing techniques of high-end consumer products with art-gallery ambience.

Originally built in 1928 for the Packard Motor Car Co. from an Albert Kahn design, the remodeled structure will feature a café, a rock-climbing wall in the Ford Outfitters Center and an off-road indoor test track in the Land Rover area. The showroom will also tailor floor space to the dealership’s Jaguar, Lincoln, Mercury and Mazda brands as well as a full service facility.

The international design team on the project includes UK firm SDA Architects Ltd., Cityscape Architects Inc. of Farmington, MI and Fordland, Dearborn MI.