When BMW opened the BMW Brand Store in Brussels in March 2014, it was one
of its kind in the world. The first BMW Brand
Store was opened in London in
2012, followed by Paris.
Today,
the Brussels store has been acknowledged for its amazing design and technology
oriented brand stores in some of the top locations in the world. This store has
been awarded by the German Design Council with the Iconic Award 2014 in the
category “Interior Design Retail” (“Best of Best”).
BMW
Brand Stores are an element of the BMW Group’s Future Retail program. It aims
to enhance the customer experience and set new retail standards in the
automotive industry. It is part of the BMW Group’s response to changing
customer needs and expectations. A great example of this is the Brussels Brand
Store which showcases a set of BMW i models displayed, assuring the visitors of
BMW’s direction in creating fine environment friendly vehicles and allowing
them to fully experience what the BMW i philosophy is all about.
The head of brand Management BMW and marketing
Services BMW group, Dr Steved Althaus has said “Brands have to be experienced. Conventional
showrooms are giving way to platforms which encourage communication and enable
experience. Our interior concept combines architecture, design and technology
to create a new form of brand presence. This fundamental vision of successful
modern presentation has now been recognized by the Iconic Awards.”
BMW Brand
Store in Brussels has a fine interior space that is dominated by attention to
detail, technological advancements and a stunning showcase of what BMW and its
products stand for in the market today. The attractive design of the exhibition
space invites visitors to linger, while the latest presentation technologies
encourage interaction with products and brand. Visitors are able to visualize
the configuration of a vehicle on an oversized screen called the Virtual
Product Presenter (VPP),
Regularly
changing exhibitions with different themes and installations provide insights
into the different worlds of the BMW brand. More than 50,000 people have
visited the Brand Store in Brussels since it opened in March 2014 with the “BMW
i – eMobility” exhibition. The current “M Power & Motorsport” exhibition,
which runs until early September 2014, has proved to be another success.
By Millie Davis
Written by Unknown
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