BMW | BMW 2 Series Convertible Exhibition

Creative Direction, Exhibition Concept, Technical Planning

Designing the new BMW Brand Store's exhibition, we were focusing on a design-savvy and spontaneous target group, which first and foremost likes to express individuality, is highly interested in trends and evolutions and extensively uses social media channels for networking and trend scouting.

The colours and images of the overall setting almost convey the feeling of stepping into a Californian sunset. The chosen imagery underline the first-ever BMW 2 Series Convertible's independent design, driving dynamics and the free attitude of a convertible on open road, only covered by a limitless sky. The collaboration with Vitra as a highly coveted partner for Design and Aesthetics, vivifies the customer journey and transforms the Brand Store into a distinctive design exhibiton.

The kaleidoscope is intended both as a highly visible and playful bridge-head for the online engagement as well as a photo opportunity together with the new BMW 2 Series Convertible. It turns for a certain amount of seconds based on the content of the tweet, generating a high score list and opening uo the opportunity to participate in a sweepstakes with the chance to win a set of genuine Vitra Panton chairs.