A BMW dealership was launching the new BMW iX3, the first of the Neue Klasse, to its VIP customers and wanted the evening to feel like a premium brand event, not a sales floor. The showroom had to transform between the end of trading and doors opening.
- Turn a working showroom into an evening event venue
- Make the new cars the undisputed centrepiece
- Carry BMW's brand blue through the whole space
- Show off the showroom itself, not just the car, to the dealership's VIPs
- Give the team a stage for speeches and the reveal, and lift sales and brand recognition
Everything in BMW blue. We washed the whole showroom in light blue, laid neon tubes flat under each car so they seemed to float, and framed every vehicle with silver bollards and velvet rope. LED candles lined the staircase, and moving heads on truss gave the speeches and reveal a show feel.
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- Lighting: 30 uplights washing the entire showroom in light blue
- Car features: neon tubes under every car, so they appeared to float
- Styling: silver bollards and velvet rope around each car, classic florals, inflatable orbs, and LED candles in glass vases along the staircase
- Guest experience: a grand entrance, and interactive moments that sent guests home with branded keepsakes
- AV: moving-head lighting on truss and a perspex lectern for speeches
- A same-day install between trading hours and doors opening
We style launches and galas for BMW dealerships across Sydney, including a gala night with a 360 video booth for another dealership.
The new iX3 became the centrepiece, the showroom felt like an event venue, and guests left talking about the brand, with a lift in awareness, recognition and sales. The dealership has rebooked us since.
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The new iX3, floating on light in a showroom washed in BMW blue.
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