At the core of Volkswagen’s new U.S. Headquarters is the 35,000-square-foot Exhibition Hall—an immersive brand environment designed as the first experience for every visitor entering the building. Conceived as the symbolic heart of the headquarters, the Hall showcases Volkswagen’s full family of brands, including Volkswagen, Porsche, and Bugatti, with vehicles displayed as sculptural objects within a refined architectural setting.

The design expresses the essential qualities of the Volkswagen brand—precision, aerodynamics, material honesty, and engineering excellence. Curved forms, clean lines, and a restrained palette of VW-inspired materials and colors create an atmosphere that is simultaneously high-performance and approachable. The signature central stair, whose geometry subtly echoes the Volkswagen emblem when viewed from above, reinforces the Hall’s role as a three-dimensional brand statement.

To support continuous evolution of displays, the building envelope was designed with operable perimeter walls that allow full-size vehicles to be rotated in and out of the Hall. A large multipurpose event venue is integrated into the space, equipped with advanced audiovisual technology, operable partitions, and catering facilities to host press events, industry conferences, and VIP gatherings.

More than an exhibition area, the Exhibition Hall functions as Volkswagen’s public-facing stage—an architectural expression of the company’s values and craftsmanship. It embodies the identity of the brand and sets the tone for the entire headquarters experience, offering visitors a dynamic, memorable, and unmistakably Volkswagen welcome.

Project location: Washington, DC

Project size: 35,000 SF

Work previously completed by John Jessen as Principal Architect & Architect-of-Record with VOA Associates (now Stantec).