BMW 6 Series Launch and Brand Experience
The brief for the launch of the new BMW 6 Series called for a spectacular one of a kind event that would submerse the identified target market in a total BMW brand experience. An experience that would show case the entire BMW product range and reveal the latest offering from BMW as the flagship of the brand.
O’MAGE initiated the launch design process with a strong sense of the aesthetic in mind. In keeping with the International tonality and positioning of the BMW 6 Series, inspiration was drawn from the properties of water (fluidity, strength and energy).
A one of a kind launch event required a one of a kind environment and for this a bespoke structure was commissioned. The chosen structure was a 35m x 100m oblong-shaped dome with one end of the structure being completely transparent allowing for a 180-degree view not only out but also into the dome. The net effect of the design of the structure combined with the architectural lighting resulted in a breath taking first impression, and an absolute sense of excitement and anticipation.
Once inside the structure guests encountered a sophisticated and stylish networking lounge environment surrounded by display vehicles, affording guests the opportunity to interact and familiarize themselves with each of the BMW models. As a central focal point a circular bar surrounding a 360-degree computer controlled water curtain was created. Various imagery and lighting effects were projected onto the circular water curtain and a live flutist performed from within.
Creative Design & Execution:
To further enhance the overall sensory experience and in order to set the stage for the ultimate reveal of the new BMW 6 Series, the entire length of the structure was utilized for maximum depth of field and visual impact. Beyond the networking environment additional technical and performance areas were created where choreographed sequences of innovation such as a 22 meter water fountain, a water screen, live performance and pyrotechnics culminated in the climax of the evening with the reveal of the New BMW 6 Series on center stage.
Executive Creative Director, Peter Blond commented that the overall tactile sensory experience ensured that the exclusive positioning of the product and brand left a lasting impression on the audience.