Travelling through twenty European cities, the BMW 1 Series Promotion Tour saw the introduction onto the market of the newly-developed construction series by BMW AG in Europe. In the promotion pavilion, the new class of vehicle was presented to visitors and mediated in an entertaining way by exhibits of the product’s technical qualities.
The lounge in the pavilion was both starting point and destination for test drive with the BMW 1; with its modern, dynamic architectural language it conveys the values of the BMW brand. The open, fluid space was divided by stripes of vertical wall to permit views in and out and so incorporate the pavilion into its surroundings. At the same time, the communication areas were attached to these walls, integrating each country’s specific advertising campaign into the context of an overall communication strategy.
The promotion tour moved on a weekly basis, calling for detailed technological planning and logistics regarding the rhythm of set-up, event and transportation. The event pavilion is based on a modular system, thus facilitation the realisation of individual concepts.