This is tomorrow. Now. Redefining mobility, questioning the status quo: this is the approach and ambition of the BMW Group. Constantly accelerating changes of mobility-needs call for the active creation of the future.

For the BMW brand experience at the IAA 2017, Meiré und Meiré created a dynamic 10,500 m² booth that comprises highly emotive topic zones, generous aisles, extensive vistas and highlight spots. A contemporary and timeless architecture creating an independent look and feel that conveys a new understanding of progressive luxury.

The core event area will be the Vision Loop, comprising 550 seats surrounded by a 150-metre circular track. Each day, the constantly changing backdrop of driving dynamics and kinetic media will provide the setting for 14 highlight shows per day.


Architects Company, Conex, macomNIYU, Rekorder, Wolf Production, Yellow Design