When design and craftsmanship transform a retail space into a unique experience.
U-BASE PREMIUM Hiratsuka was created as an innovative concept dedicated to car enthusiasts—a place designed to transform a passion for the automotive world into an immersive, high-end experience. Launched as U-BASE’s “premium base,” the project embodies the idea of an exclusive destination where design, automotive culture and lifestyle coexist within a single space. Inside, areas such as the Premium Garage, The Collection, Premium Cars and The Pit Café interact to create a coherent and engaging journey, seamlessly combining exhibition, sales and moments of relaxation.
U-BASE PREMIUM Hiratsuka is not just a showroom, but an experiential environment that highlights iconic vehicles, carefully selected objects and meticulously curated atmospheres, offering visitors a new way to experience the automobile—through emotion, aesthetic research and premium quality.
The U-BASE Premium project in Hiratsuka, Japan, represents a concrete example of how design, identity and craftsmanship can transform a retail space into an immersive experience. For this exclusive concept store, 3D Beta created a bespoke vintage-style workshop, designed to interpret and enhance the unmistakable precision of Italian design within a high-profile international context. The goal was to create a space that was not only functional, but also emotional—capable of conveying a passion for the world of motors and a deep culture of detail. At the heart of the project lies the 3D Beta workshop, conceived as a distinctive element of the entire store: a scenographic presence that brings together materials, finishes and technical solutions inspired by Italian artisanal tradition. Every detail was carefully designed to create an authentic atmosphere, where the roar of engines, vintage aesthetics and professional organization coexist in perfect balance.
The result is an environment that conveys identity, passion and attention to detail, capturing visitors’ attention from the very first entrance and guiding them along an engaging sensory journey, where aesthetics, sound and atmosphere blend together to create an authentic and memorable experience.
