EN BaCI | BMW Brand Space
BMW GROUP | Brand & Customer InstituteBMW Brand Space | The Transformation Lab
EN BaCI | BMW Brand Space
BMW GROUP | Brand & Customer InstituteBMW Brand Space | The Transformation Lab
The BMW Brand Coaches welcome the participants in an inviting and inspiring room atmosphere - interior architecture and interior design are characterized by the conscious use of high-quality and sustainable materials, e.g. innovative composite materials made from recycled clothing or furniture surfaces made of pressed, organic plant blossoms.
How does a successful brand react to transformation and value change of society?
The new BMW Brand Space “The Transformation Lab” presents the resonant connection between brand and customer and illustrates the development and values of modern customer and brand communication at BMW.
“THE BMW BRAND SPACE 2022 |
The Transformation Lab:
A NEW LEVEL OF immersive
BRAND EXPERIENCE.”
The didactic concept leaves room for visitors exploration and free association, thus creating a deep and personal brand experience.
In a final workshop session, the brand coaches accompany the participants in developing their own strategies for the individual contribution to brand communication and thus qualify authentic BMW brand ambassadors.
As the lead agency for the new BMW Brand Space, yellow design Cologne designed the didactic conception, interiours, graphic and media presentation and the digital and physical interactions.
Thrilling room performances accompany the visitors in 90-minute workshop sessions on the communicative core elements of the BMW brand - in the center its brand promise „Freude forever“.
In dynamic interactions the participants experience, how this central promise characterizes the orientation of the brand and fascinates customers worldwide.
Core aspects of brand communication are explored in an immersive AR-HoloLens Experience and adrenaline-charged VR gaming conveys the emotional core of the brand.
© Erik Dreyer Photography, Munich
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