When BMW opened the first BMW Brand Store was opened in London in 2012, followed by Paris.
The head of brand Management BMW and marketing Services BMW group, Dr Steved Althaus has said “Brands have to be experienced. Conventional showrooms are giving way to platforms which encourage communication and enable experience. Our interior concept combines architecture, design and technology to create a new form of brand presence. This fundamental vision of successful modern presentation has now been recognized by the Iconic Awards.”
BMW Brand Store in Brussels has a fine interior space that is dominated by attention to detail, technological advancements and a stunning showcase of what BMW and its products stand for in the market today. The attractive design of the exhibition space invites visitors to linger, while the latest presentation technologies encourage interaction with products and brand. Visitors are able to visualize the configuration of a vehicle on an oversized screen called the Virtual Product Presenter (VPP),
Regularly changing exhibitions with different themes and installations provide insights into the different worlds of the BMW brand. More than 50,000 people have visited the Brand Store in Brussels since it opened in March 2014 with the “BMW i – eMobility” exhibition. The current “M Power & Motorsport” exhibition, which runs until early September 2014, has proved to be another success.
By Millie Davis