BMW | BMW 7 Series – Contemporary Luxury Store GUM Moscow

Creative Direction, Exhibition Concept, Technical Planning

Our task was to adapt the 7 Series exhibition concept to a Contemporary Luxury store at GUM Moscow, Russia's most famous shopping mall.

Fitting the overall setting, the material language is elegant-luxurious. Reflective glass flooring, high-gloss finished lacquered wood and bronzed gunmetal-finished brass create a contemporary environment – dominated by dark color hues yet still light and fresh. Vitrines with contemporary artifacts of art and craftsmanship illustrate the aspiration, self-awareness, and authenticity of the all-new BMW 7 Series – not competing but adding to the contemporary luxury environment.