Photo: bmw
The German Design Council decided to offer the BMW Brand Store in Brussels the Iconic Award 2014 in the “Interior Design Retail” category, acknowledging the effort put into creating a truly unique concept and store.
BMW’s Brussels store was open in March this year, therefore being only around 6 months old but it’s already turning heads and making an impact in the overall look of the city.
“Brands have to be experienced,” says Dr. Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group. “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,” he added.
To get a better idea of how the store actually looks and feels like you should know that it measures about 1,500 square meters and uses innovative exhibits and interactive media. You can basically interact with the latest technologies featured inside, check out the configuration of a vehicle on the so-called Virtual Product Presenter (an oversized screen) and the entire store was designed in such a way that invites you to linger.
Functioning just like a museum would, the store has different exhibitions from time to time, each approaching a different theme. When it was launched, in March this year, the theme used was “BMW i - eMobility”. In the meantime, the whole thing changed and is now featuring the “M Power & Motorsport” exhibition that will run until the end of this week.
“Brands have to be experienced,” says Dr. Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group. “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,” he added.
To get a better idea of how the store actually looks and feels like you should know that it measures about 1,500 square meters and uses innovative exhibits and interactive media. You can basically interact with the latest technologies featured inside, check out the configuration of a vehicle on the so-called Virtual Product Presenter (an oversized screen) and the entire store was designed in such a way that invites you to linger.
Functioning just like a museum would, the store has different exhibitions from time to time, each approaching a different theme. When it was launched, in March this year, the theme used was “BMW i - eMobility”. In the meantime, the whole thing changed and is now featuring the “M Power & Motorsport” exhibition that will run until the end of this week.
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