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Experiencing brand strategy through staged living environments and product positioning: built communication is an integral part of a dealer event.
For the four week BMW Dealer Drive Event 2007 at Valencia, a temporary building of 2,500 sqm is being erected. The large-sized pane architecture interprets the architectural CI rules of BMW and serves as an event location, product positioning and as a pathbreaking archetype for future dealer showrooms. The building consists of 85% re-usable materials and parts. The geometry allows separate functions and event elements at the same time.
Blue Scope Communications Projektgesellschaft mbH
Andreas Stephan (Künstlerische Gesamtleitung), Jörg Zeppezauer, Catharina Zintl, Gregor Siber (Konzept, Entwurf, Planung)