BMW IAA FRANKFURT 2017

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.

Partner:

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

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