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febbraio 21, 2017 - BMW

BMW Luxury Excellence Pavilion premieres during Berlinale 2017. Pop-up showroom for innovation and aesthetics in Berlin’s Ministergärten

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From 9 to 19 February, to coincide with the 67th Berlin International Film Festival, the Ministergärten (Ministerial Gardens) hosted a completely new form of #bmw brand experience: the #bmwluxuryexcellencepavilion. The temporary pavilion showcases the #bmw brand’s extensive expertise in contemporary luxury, innovative technologies, high-quality design and fine craftsmanship in a unique pop-up #showroom that brings the experience to life for customers. Following its world premiere in Berlin, the #bmwluxuryexcellencepavilion will be deployed around the globe at events that are relevant for the target group.

With the #bmwluxuryexcellencepavilion, #bmw is adopting a new approach to reach out to an urban luxury-conscious target group. The fully-variable modular design of the pop-up pavilion concept means that temporary brand displays can be set up at or near relevant targeted events. Customers can obtain a comprehensive overview of BMW’s expertise in luxury cars, discuss equipment and individualisation options in depth with a Product Genius and even order their personally configured automobile – all with a focus on the premium customer experience.

“With the #bmwluxuryexcellencepavilion, we are creating a #bmw presence in exactly the places where our customers like to spend time. It is a persuasive concept that provides the #bmw brand with a platform for its contemporary interpretation of luxury,” according to Uwe Dreher, head of Brand Communications #bmw, #bmw i and #bmw M.

Over a period of ten days, the #bmwluxuryexcellencepavilion, set up in the Ministergärten in the heart of the capital between Potsdamer Platz and the Brandenburg Gate, celebrated the #bmw brand’s modern understanding of luxury. The temporary pavilion, built in the classical modern style, fits perfectly into the expansive landscape of the Ministerial Gardens, the floating geometry of its architecture resonating with a timeless elegance and engagingly cosmopolitan outlook. This is where the #bmw welcomed its customers and guests from the worlds of culture and business in a unique atmosphere inspired by aestheticism, craftsmanship and perfection.

The ground-breaking #bmw 740Le iPerformance and the electrifying #bmw i8 Garage Italia CrossFade, with their breath-taking design and innovative technologies, awaited visitors outside the pavilion.

Inside, visitors discovered exciting insights and exclusive background information as well as the quality, vision and design of #bmw vehicles – presented around a unique highlight: the #bmw 750Li xDrive with special Brilliant White paint finish and fine-grain #bmw Individual Merino leather upholstery in Fiona red, fitted with top-of-the-range items from the #bmw Individual Manufaktur and parts from the full range of #bmw M Performance Parts.

A private viewing of the work of renowned Berlin photo artist Ken Schluchtmann completed this fascinating experience of contemporary luxury. Schluchtmann presented his award-winning photography project “Architecture and landscape in Norway” exclusively in the #bmw Pavilion.


During the #berlinale, #bmw was also the official partner of the 99FIRE FILMS AWARD 2017, the world’s largest short film and content creator competition. To mark the ninth anniversary of the award, the #bmw Pavilion hosted an exclusive reception for the jury on 16 February. Afterwards, members were driven to the red-carpet #event in the Admiralspalast and the now-legendary after-party in #bmw 7 Series.

The #bmwluxuryexcellencepavilion celebrated its premiere in Berlin, with further attractive locations worldwide already scheduled. #bmw will make guest appearances at venues including Warsaw and Moscow – the latter in cooperation with the famous Bolshoi Theatre; in St. Petersburg, during the White Nights; in Porto Cervo, Sardinia; in Toronto, during the TIFF Film Festival and in Singapore’s Marina Sands Bay.