BMW REFLECTED

Under the name ‘REFLECTED’ meetmarcel organised 10 evening shows for major BMW target groups and stakeholders. In a disruptive biotope answers were sought for the fast changing automotive industry.

The European automotive industry struggles with a fast changing market, change in client behaviour and perception, challenging and permanent changing European regulations,…
With the ambitious title BMW REFLECTED, the car manufacturer aimed to find answers within their own organisation in order to give confidence to their stakeholders that they both perform today and are ready for the future. And this by questioning their standards and a constant strive for innovation. They want to reach the market and their target groups with a clear and holistic approach.
The objective of the event was an honest message of ‘Yes, the world changes at the speed of light. Yes, car manufactures will need to change their business models dramatically’… but also ‘Yes, we look to ourselves, yes we look in the mirror and yes, we will be ready for that future.’

meetmarcel created with the help of disruptive architects a unique reflective biotope. A 360° event experience based on a unique x pattern (referring to BMW’s prototype Neue Klasse X) and surrounded by mirror walls. By creating this mirror environment we gave shape to the title ‘reflected’ but also to the main challenges of European car manufacturers, we have to look to ourselves in order to find answers for the fast changing environment. The tailor made mirror walls allowed us to create a surprising effect that when light lit up behind the mirrorfoils they turned out to be transparent. Therefore we could illustrate the fast changing world around the company with surprising contemporary dance acts. In the biotope we launched several words on the mirrors referring to possible solutions, this combined with AI generated images and future proof cars driving through the biotope experience. The reveal of the Neue Klasse X made clear BMW has the knowledge to face that future with confidence.