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.
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.
Location: Frankfurt, Germany
Size: 10.000 sqm
CD: Johannes Plass, Christian Dworak, Gerd Hermes