We understand brand experience as dialogue: Introduce inspiring contents, present an amazing personality and bring the capacity to listen to your vis-à-vis. Being able to evolve but staying true to yourself.
As part of our ongoing work on BMW Brandstore exhibitions, the BMW 5 Series asked for a creative combination of business and sport designs. Signature blue light stripes embedded in the tarmac below the model references speed and agility. The same light stripes continue up the presentation walls, partly covered by black glass, allowing for flexible and modular concepts. This all is dominated by the numeral ‘5’ to make evident who’s the hero in this setup.
We started with the concept referencing the BMW i pentagonal identity pattern which has been part of the BMW i brand identity from the earliest days. We decided to bring it alive as a spatial and interactive installation. Built as a curvilinear structure of transformable light sticks, it reacts to the environment and simultaneously integrates a wealth of BMW i topics. By playing around the BMW i3 and i8 models, the Ecosystem illustrates all the qualities of BMW i that cannot be immediately discerned on the physical models themselves.
For the Launch of the new BMW 7 Series, BMW Russia temporarily set up shop in the renowned GUM mall of Moscow, right next to the Red Square. Having previously developed much-lauded designs for the BMW Luxury Brand Store Exhibitions in other major metropolises, we developed a concept that also convinced and suited the Russian luxury market. A fast and fun cooperation that led to a beautiful and successful result.