Devised by experience agency TRO, the stand is located in the Earls Court Motor Show arena,where brands juxtapose classic models with the latest in their production lines. BMW is showcasing what – back in the 1950’s – it predicted the future (today) might look like. Featuring a retro 1950’s design, the stand fuses into the ‘future’ through the use of a visual timeline. BMW staff will also be dressed in 1950’s costumes with a futuristic twist.
Visitors will have a rare opportunity to see the stand’s main attraction: the BMW 507. This limited-edition model was produced by BMW from 1956 to 1959 – with only 250 ever coming off the production line. Owned by the likes of Elvis Presley, the roadster on display is worth over £2million.
Also on display will be the archetypal ‘bubble car’, the BMW Isetta – acclaimed to be the very best microcar of its time. The Future Area consists of two experiences created by TRO - an immersive projection dome and a futuristic seating area where visitors will be invited to use virtual reality headsets to view content of the Vision 2016 car. Guests will also be able to check out the all-electric BMW i3 and BMW i8 – epitomising visionary travel.
Georgina Emery, BMW Group UK events manager said: "We are thrilled to be returning to Goodwood Revival this year. The event is a wonderful celebration of period motorsport and it presents a great opportunity for us to engage with such a unique audience. TRO has designed and created a fantastic stand experience which enables us to exhibit our heritage, historic models and present-day product."
TRO client services director Sian Bates said: "It’s been really exciting to work with BMW on such a landmark event as Goodwood Revival. We have focused on creating a experience which is both relevant and engaging, and we are really looking forward to seeing the production come to life."
Goodwood Revival takes place in West Sussex from 9-11 September.
. In June, the brand unveiled at an exhibition at the London Camden Roundhouse.
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, .