For the Reboot 2021 it was the goal and task for the yellow design team to take the Brand and Customer Institute to a new level of immersion and sensory experience.

The brand spaces of the BMW Group were redesigned on more than 900 square meters in order to communicate the new strategic brand images in a sustainable way.

“The inspiring atmosphere of the new Resonance Space offers the interactive experience of methods and emotional aspects of modern brand communication and customer centricity.”

As an emotional start to the all-day brand experience training at the BMW Group Brand & Customer Institute, the participants experience the change in the customer perspective over the past decades and understand which social and cultural trends shape the mindset of
today‘s customers.

The newly designed Marketing Lab interactively conveys how successful love brands interact with these „liquid customer needs“.

At the Sensoric Bar, participants will learn how multi-sensory storytelling and the focus on sustainability and circular materials promote the brand-customer relationship.

The Brand Resonance Exhibits make touchpoints and channels of successful customer journeys comprehensible and enable the participants to derive their own initiatives for their contribution to the success of the brand.

The inspiring atmosphere of the new Resonance Space offers the interactive experience of methods and emotional aspects of modern multichannel brand communication and customer centricity.

The architectural, didactic and content-related work was comprehensively conceived and implemented by yellow design Cologne.