The BMW Preview is a disruptive format showing BMW’s a new understanding of luxury: “The Studio” completely abandons the convention of closed rooms in favour of a sociocultural meeting place.
“The Studio” completely reverses the mechanics of a closed room: It no longer focuses on the vehicles, but on the people. It thus ideally conveys the BMW attitude of “Contemporary Luxury” which is no longer defined by status symbols but by the attitude one carries within oneself. It offers a social occasion to talk with personalities from the worlds of art and culture about current topics and thus give each other the most valuable thing that people can give each other: Time for personal conversations. A closed room becomes a meeting place. Inspirations and themes inspire discourse and trigger something in the visitors that ultimately radiates onto the products and associates themes with them. The studio meets its visitors at eye level.
The concept is so far-reaching that the product does not impose itself on the visitors, but they even have to actively engage in it (passive activation) if they want to learn more about it – thus the activation develops from a push to a pull activation.