CONCEPTUALISING AND DESIGNING OF THE BMW GROUP | BRAND and Customer Institute

Due to the long-term cooperation with the BMW Group in the context of the Brand and Customer Institute, as well as the previous evolutionary stages of the Brand Academy, yellow design has a rich portfolio in the area of ​​brand architecture, technology and strategic brand management.

The Brand and Customer Institute provides trainings to managers and employees of the BWM Group in a multisensory, analogue and digital form with regard to the different brand identities in brand-compliant brand spaces on over 1,000 square meters in the BMW Welt Munich.

TELL ME AND I WILL FORGET. SHOW ME AND I WILL PERHAPS REMEMBER. LET ME DO IT AND I WILL KNOW.

Konfuzius

In the last 12 years yellow design developed and realised the architectural and didactic concepts for numerous international workshop formats for BMW, BMWi, BMW M, MINI and Rolls-Royce.

yellow furthermore created various brand training programmes in the field of Change Management and Quality Training in different locations.

The didactic organisation of these concepts includes next to the development of the interior design and exhibits, the processing and preparing of content, the editorial definition of learning targets and timetables, trainer manuals and presentations as well as the supervision of media productions.

BMW Brand Space
The latest generation of the BMW Brand Space is an immersive, interactive and multisensory brand experience space whose intelligent architecture communicates the BMW brand values in a sustained and future-oriented way. With the realignment of the BMW brand, the architectural, content and didactic concept of the BMW Brand Space was redesigned by yellow. The result was awarded with the AUTOMOTIVE BRAND CONTEST in 2019.

BMW Brand And Customer Institute | Marketing Lab
The Marketing Lab is the starting point and meeting point for the brand experiences in the Brand and Customer Institute. The focus is on the emotional experience of the resonant relationships between brands and customers. Visitors immerse themselves in 360° films and discover the communicative benchmarks of today's love brands through multi-sensory exhibits.

MINI Brand Space
In cooperation with the BMW Brand and Customer Institute, yellow design has conceived, designed and implemented three generations of the MINI Brand Space in the last twelve years, including all didactic content and materials. Inspired by the new, more mature orientation of the MINI brand, yellow created a creative space combining a brand training room and a multi-sensory world of experience.

BMW Brand Space History

BMW BaCI Marketplace History

BMW i Brand Space
yellow designed and implemented the architecture of the BMW i Brand Space and all didactic exhibits with a focus on the two brand facets “Born” and “Electric”. On a total area of ​​only 16 square meters, the MEGACITY room concept creates the conceptual connection between the two key themes “sustainability” and “innovation”. By the exclusive use of the walls and floor the entire room becomes an interactive exhibit.

BMW M Brand Space
Power meets exclusivity: the interior concept of the BMW M Brand Space is characterized by a racing atmosphere. High-quality materials and workmanship convey an exclusive quality.

ROLLS-ROYCE Brand Space
The staging of the Rolls-Royce Brand Space skilfully plays with the change of perspective. On the one hand, the spatial dimension is optically dissolved and, on the other hand, real objects and artifacts are presented in combination with digital imagery in a multi-sensory way. In the Rolls-Royce room, the participants experience the excess of “premium mobility” as a multimedia experience. The room is characterized by the atmosphere of serene calm and dignified elegance. The furnishing of the room impresses with noble materials and a high-quality room structure.

BRAND AND CUSTOMER INSTITUTE | WORKSHOP SOFTWARE
yellow design concepted, developed and designed a custom-built workshop-software for the Brand and Customer Insitute that supports the interactive transfer of the relevant content and know-how.

BRAND AND CUSTOMER INSTITUTE | INTERNATIONAL HUBs
The International Brand and Customer Institutes present country-specific derivations of the Brand and Customer Institute in Munich. These versions, scaled in size and scope, are communicative and lifelike brand spaces that convey the brand identities of the corporate brands BMW, MINI and the sub-brands BMW i and BMW M in a global context.

HistorY | BMW Brand And Customer Institute | Brand Academy
The previous version of the Brand and Customer Institutes – the BMW Brand Academy – was the first institution of its kind in the world. For sustained communication of the company's brand value BMW in cooperation with yellow set a benchmark in the realm of brand management, which is valid until today. During the past 12 years, the further development of the institute has been significantly supported by yellow in terms of spatial architecture and didactics.