• Client: BMW Brand Store Brussels
• Project: Exhibition Concept & Interior Design
• Venue: 1000 Brussels, Belgium
With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles. BMW Brand Stores are an element of the BMW Group’s Future Retail programme, which aims to enhance the customer experience and set new retail standards in the automotive industry and beyond. It is part of the BMW Group’s response to changing customer needs and expectations.
The BMW Brand Store Brussels interior concept won German Design Council’s Iconic Award 2014 in the category “Interior Design Retail – Best of Best”. It is a combination of architecture, design and technology to create a new form of brand presence. The attractive design of the exhibition space invites visitors to linger, while the latest presentation technologies encourage interaction with products and brand. Regularly changing exhibitions with different themes and installations provide insights into the different worlds of the BMW brand.
For the presentation of the 2 Series Active Tourer, the focus was placed on outdoor scenes characterized by nature and recreational experiences. The target audience of the storyline: people leading an active lifestyle who value outdoor activities and a sense of community. The highlight was the Kuka Robot, where a small piece of furniture is cut in front of visitors without any human control. Kuka robots have become a standard in automotive manufacturing where they are used for instance to weld and assemble metal parts into the body of the car.
The BMW Winter Chalet Exhibition was imbued by the contradictions of icy winter landscapes and the comfort of cosy chalet interior – the perfect setting for BMW xDrive. The aim was to create a setting that fits to BMW and underlines the cars’ driving capabilities in rough weather and terrain. The robot performance was reprogrammed to produce unique wooden BMW stars as give-aways.
With collaboration at Luxoom, I researched and created the BMW Brand Store Brussel’s communication booklet for BMW’s xDrive – Winter Chalet Exhibition and BMW 2 Series Active Tourer Exhibition, designed in Adobe InDesign. The rebranding interior design and exhibition concept was developed in collaboration with kreait and ENGEPAR.
Here’s the result for BMW’s X6 – Winter Chalet Exhibition:
The BMW 2 Series Active Tourer Exhibition in BMW Brand Store Brussels render to realization: