BMW (USA)
'Ultimate Showroom Experience'
The standard automobile showroom retail experiences of Volkswagen, Lincoln and even Cadillac are generally seen as bland, adding little brand value to engage potential buyers aside from the odd poster and a display of fancy alloys (as an extra!)
In America, BMW is seen as personal transport with an air of sophistication born from a pedigree European engineering. Therefore, what is the ‘ultimate showroom experience for this ‘ultimate driving machine?’ In collaboration with Grey Advertising (G2) for the BMW USA account pitch we developed this ultimate showroom as part of the through-brand experience.
From a customer point of view, the mindset of buying an all terrain 4x4 is very different proposition to the purchase 4-door sedan or an all-electric coupé. This concept was focused on consumer brand experience and the sense of excitement of future ownership.
The Ultimate Showroom Experience featured an introduction to the brand through the ‘engineering avenue’ – a journey differentiated by BMW Series (7, X, Z and Ix) and experiential cues like terrain floor, inside/outside nature feature and iDrive simulators. Proud owners are imparted with a feeling of BMW membership with unique personalised ‘connected’ content.
The environment featured carbon neutral architecture using specialist materials such as piezoelectric flooring, transparent smart solar panels and light-emitting cement.
CONSUMER STRATEGY + ARCHITECTURE + ZONAL PLANNING + DESIGN LANGUAGE + CONSUMER INTERACTIVE + SERVICE STYLE + MATERIAL RESEARCH