The BMW Brand and Customer Institute provides executive training beyond brand know-how and customer centricity in a 1,000-square-metre space at BMW Welt München. The new strategic focus of the BMW brand resulted in an outstanding architecture, content as learning and teaching concept.

The outcome is an immersive, interactive and multisensory brand experience space whose intelligent architecture communicates the BMW brand values in three-hour teaching programmes in a future-forward way for the long term.

The ceiling in the BMW room is formed by a screen segmented into strips that connects the individual content blocks of the media display and brings them into a new context. The combination of LED light elements forms a surrounding screen which creates various dynamic room atmospheres.

BMW GROUP | BRAND AND CUSTOMER INSTITUTE | BMW BRAND SPACE

The expansion of the target group of visitors to include dealers and end customers was reflected in the further developed room design, the content conveyance and didactics of the trainings and workshops.

The spatial concept emotionalises the brand and focuses consistently on the sustainable communication of the BMW brand values.

REDUCED TO THE ESSENTIALS - multisensory, direct and interactive communication and anchoring of the brand values.