BMW Luxury Excellence Pavilion premieres during Berlinale 2017. Pop-up showroom for innovation and aesthetics in Berlin’s Ministergärten.

Berlin. From 9 to 19 February, to coincide with the
67th Berlin International Film Festival, the Ministergärten
(Ministerial Gardens) hosted a completely new form of BMW brand
experience: the BMW Luxury Excellence Pavilion. The temporary pavilion
showcases the BMW brand’s extensive expertise in contemporary luxury,
innovative technologies, high-quality design and fine craftsmanship in
a unique pop-up showroom that brings the experience to life for
customers. Following its world premiere in Berlin, the BMW Luxury
Excellence Pavilion will be deployed around the globe at events that
are relevant for the target group.

 

With the BMW Luxury Excellence Pavilion, BMW is adopting a new
approach to reach out to an urban luxury-conscious target group. The
fully-variable modular design of the pop-up pavilion concept means
that temporary brand displays can be set up at or near relevant
targeted events. Customers can obtain a comprehensive overview of
BMW’s expertise in luxury cars, discuss equipment and
individualisation options in depth with a Product Genius and even
order their personally configured automobile – all with a focus on the
premium customer experience.

 

“With the BMW Luxury Excellence Pavilion, we are creating a BMW
presence in exactly the places where our customers like to spend time.
It is a persuasive concept that provides the BMW brand with a platform
for its contemporary interpretation of luxury,” according to Uwe
Dreher, head of Brand Communications BMW, BMW i and BMW M.

 

Over a period of ten days, the BMW Luxury Excellence Pavilion, set up
in the Ministergärten in the heart of the capital between Potsdamer
Platz and the Brandenburg Gate, celebrated the BMW brand’s modern
understanding of luxury. The temporary pavilion, built in the
classical modern style, fits perfectly into the expansive landscape of
the Ministerial Gardens, the floating geometry of its architecture
resonating with a timeless elegance and engagingly cosmopolitan
outlook. This is where the BMW welcomed its customers and guests from
the worlds of culture and business in a unique atmosphere inspired by
aestheticism, craftsmanship and perfection.

 

The ground-breaking BMW 740Le iPerformance and the electrifying BMW
i8 Garage Italia CrossFade, with their breath-taking design and
innovative technologies, awaited visitors outside the pavilion.

 

Inside, visitors discovered exciting insights and exclusive
background information as well as the quality, vision and design of
BMW vehicles – presented around a unique highlight: the BMW 750Li
xDrive with special Brilliant White paint finish and fine-grain BMW
Individual Merino leather upholstery in Fiona red, fitted with
top-of-the-range items from the BMW Individual Manufaktur and parts
from the full range of BMW M Performance Parts.

 

A private viewing of the work of renowned Berlin photo artist Ken
Schluchtmann completed this fascinating experience of contemporary
luxury. Schluchtmann presented his award-winning photography project
“Architecture and landscape in Norway” exclusively in the BMW Pavilion.

 

During the Berlinale, BMW was also the official partner of the 99FIRE
FILMS AWARD 2017, the world’s largest short film and content creator
competition. To mark the ninth anniversary of the award, the BMW
Pavilion hosted an exclusive reception for the jury on 16 February.
Afterwards, members were driven to the red-carpet event in the
Admiralspalast and the now-legendary after-party in BMW 7 Series.

 

The BMW Luxury Excellence Pavilion celebrated its premiere in Berlin,
with further attractive locations worldwide already scheduled. BMW
will make guest appearances at venues including Warsaw and Moscow –
the latter in cooperation with the famous Bolshoi Theatre; in St.
Petersburg, during the White Nights; in Porto Cervo, Sardinia; in
Toronto, during the TIFF Film Festival and in Singapore’s Marina Sands Bay.

 

 

If you have any questions, please contact:

 

BMW Group Corporate Communications

 

Bernhard Ederer, Business and Finance Communications, Press
Spokesperson BMW Group Marketing and BMW Group Sales Germany


Bernhard.Ederer@bmwgroup.com
,
Telephone: +49-89-382-28556, Fax: +49-89-382-24418

 

Media website:
www.press.bmw.de

Email:
presse@bmw.de

 

 

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the
world’s leading premium manufacturer of automobiles and motorcycles
and also provides premium financial and mobility services. As a global
company, the BMW Group operates 31 production and assembly facilities
in 14 countries and has a global sales network in more than 140 countries.

 

In 2016, the BMW Group sold approximately 2.367 million cars and
145,000 motorcycles worldwide. The profit before tax for the financial
year 2015 was approximately € 9.22 billion on revenues amounting to €
92.18 billion. As of 31 December 2015, the BMW Group had a workforce
of 122,244 employees.

 

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.

 

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