BMW – Internationale Automobil Ausstellung

BMW offers “infinite driving pleasure.” This principle was imple­mented in an architectural gesture that marks a continuation of the active-drive exhibition concept first imple­mented back in 2009. Visitors experienced the “sheer driving pleasure” brand promise first hand by way of the dynamic presen­tation of the vehicles in motion on a driving track resembling an infinity symbol. In particular, the range, and therefore the suitability for every­day use, of the fully electric BMW i3 was to be under­lined, which made its debut at IAA.



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The BMW i show on the big show stage offers a spec­tacular presen­tation of the concepts of “Next Premium”, “Inspiring Design” and “Visionary Mobility”.

Mutabor was the lead agency behind BMW’s presentation at the IAA: an integrated architectural and communications concept that elevates the principle of the dynamic driving experience to a new level.

Visitors to the motor show can experience the infinite driving pleasure of the new BMW models on a driving track nearly 300 metres in length on three levels. This year’s stand therefore marks a continuation and evolution of the tradition of the active-drive exhibition concept first implemented by BMW back in 2009. Visitors to the IAA get impressive views of the new products from every vantage point. The combination of trade fair and event, world premieres of models and striking stand architecture makes the BMW Group presentation a 360-degree experience for every visitor to the IAA.



Client: BMW
Year: 2013
Location: Frankfurt, Germany
Size: 10.000 sqm
Status: completed
Agency: Mutabor
CD: Johannes Plass, Christian Dworak, Gerd Hermes