The BMW GROUP Resonance Space – a next level to multi-sensory brand experience
The yellow design team succeeded reinventing the BMW Group brand trainings at the BMW World Munich to a new level of immersion and sensory experience:
Over 900 sqm brand spaces for BMW, MINI and the BMW Group were reconcepted to communicate the new brand images of the BMW brands.
The BMW Brand Space uses mixed reality experiences with technologies like AR Holo Lenses to communicate brand messages in a „magic way“, while the Sensoric Bar transmits sustainability with circular materials in a multi-sensory and welcoming way.
All measures contribute to the vibrating atmosphere and the inspiring tone of the new Resonance Space and display methods and emotional aspects of modern multichannel brand communication.
The architectural, didactic and content work was completely conceptualized and integrated by yellow design Cologne.
The overwhelming success of the the brand trainings is shown not only by the quality of the new Resonance Space, but also by the extremely high rate of (pre-)bookings.
We look forward to the coming months with over 5000 participants in 160 trainings to continue to qualify brand ambassadors for one of the most fascinating automotive brands in the world!
Find more information about the project here.