Munich. BMW Group has launched a pop-up gallery in Tokyo called FREUDE by BMW – THE GARDEN. This innovative project aims to provide a luxurious brand experience in the heart of the city. Located in Omotesando, a district known for its exclusive cultural and shopping experiences, the gallery features a private cinema, a pop-up shop, and a café. It also serves as the stage for the first public unveiling of the new BMW i5 M60 xDrive in Japan.
During the nine-week-long event, visitors can also test drive the fully electric BMW i7 luxury sedan, as well as the BMW XM and BMW iX. This initiative demonstrates BMW’s commitment to pushing boundaries and creating new luxury experiences that blend art, technology, and sustainability.
The pop-up gallery, designed under the direction of David Fischer, founder of Highsnobiety, offers a unique experience that combines cars, fashion, and culture. It also features the premiere of the new BMW Films production “The Calm,” a spy thriller set inside the BMW i7.
The pop-up shop at FREUDE by BMW – THE GARDEN offers a curated selection from the BMW Lifestyle collection, allowing visitors to experience the diverse character of the BMW brand from a lifestyle perspective. Collaborations with local brand partners, such as the Tsutaya Bookstore, further enhance the range of products available.
FREUDE by BMW – THE GARDEN is part of a series of luxury brand experiences planned by BMW in Tokyo. The gallery is open from July 14th to September 17th in Omotesando Crossing Park.
BMW i5 M60 xDrive:
Electric power consumption, combined: 20.6 – 18.2 kWh/100 km, Electric range in WLTP cycle: 455 – 516 km
BMW i7 M70 xDrive:
Electric power consumption combined: 23.8 – 20.8 kWh/100 km in the WLTP cycle; data according to NEDC: –
BMW XM:
Petrol consumption, combined: 1.9 – 1.5 litres/100 km [148.7 – 188.3 mpg imp]; electric power consumption, combined: 33.6 – 32.5 kWh/100 km; CO2 emissions, combined: 43 – 35 g/km in the WLTP cycle; figures for the NEDC cycle: –