BMW | 7 Series Contemporary Luxury 2016

Branding Concept & Design


The BMW Brand Store’s new “Contemporary Luxury” exhibition significantly shapes BMW’s world and heralds the start of a new era of luxury. It blends sophisticated artisan craftwork, signature designs and cutting-edge technology. Like the all-new BMW 7 Series sedan itself, the exhibition combines discerning design with the presentation of a new level of comfort features. The careful selection and exhibition set-up contains excellently crafted elements, premium materials and the use of innovative technologies.

The Brief

Luxoom was tasked to develop a presentation revolving around the new BMW 7 Series, which accurately portraits the company’s innovative and futuristic vision of automotive luxury. The slogan of the presentation summarizes: “The future is not ours to see, but it is absolutely ours to create.

The Challenge

The main challenge in outlining the presentation was to combine a behind-the-scenes look into the production process while still presenting the exhibition in an innovative and intriguing way through combining visually appealing content and the right amount of intruiging information about the new BMW 7 Series.

The Solution

Luxoom chose contemporary art and artifacts of high craftsmanship to illustrate the aspiration, self-awareness and authenticity of the all-new BMW 7 Series. The sophisticated shop-in-shop design with its selected high-end furniture and style elements provides the suitable stage to experience the BMW model in its own world. Elements like the so-called Aroma Bar with its hand-crafted lacquer, leather, and innovative carbon material samples from the BMW Individual range underline BMW’s leadership in sophistication and invite to experience the key features of the all-new BMW 7 Series with all of one’s senses.