The BMW Welt in Munich boasts the Brand & Customer Institute, which is the only one of its kind in the automotive industry. It allows chosen partners and employees to immerse themselves in BMW Group’s brands, including BMW, MINI, Rolls-Royce Motor Cars, and BMW Motorrad, which has had its own brand room since January 2022.
BMW Motorrad’s brand room was named “Brand Architecture” in the “Spatial Communication” category of last year’s Red Dot Award: Brands & Communication Design. The “Red Dot Design Award” has been adjudicating for the awards since 1954, with the red dot symbolising quality and excellence and becoming internationally recognised.
BMW Motorrad received the iF DESIGN AWARD as the latest recognition, which has been a globally accepted symbol of excellent design since 1954 and is one of the leading global design awards. The BMW Motorrad brand room was able to win over the 133 independent and international experts on the jury for the award for its excellent architectural design and an emotionally crafted brand training programme, making it one of the leading design honours.
The design challenges for the BMW Motorrad brand room were significant because of the small area of 38 square metres, which required the immersion of imaginative brand concepts in inspiring architecture. The solution was a multi-sensory interior design that harmonised with the iconic glass facade of the existing building and supported the interactive experience in the space. The result was an experience that excited curiosity and creativity in visitors who could explore the BMW Motorrad brand and its world.
The customers and fans of BMW Motorrad know that the brand embodies an active lifestyle and experience-oriented attitude, which is the brand promise of “Make Life a Ride.” In the BMW Motorrad brand room designed to cater to personal experiences, the brand’s thematic focus areas are offered through fascinating brand access points that serve as interactive immersion experiences. The BMW Motorrad brand room is a place of communication and dialogue, analogous to a motorcyclist gathering around the campfire that provides a perfect backdrop for training sessions.
In essence, the BMW Motorrad brand room is a holistic experiential concept, featuring elements that appeal to all the senses, including sound, light, and natural materials. The combination of unique features and holistic design makes the BMW Motorrad brand room a memorable and creative experience.
BMW has made it easy to experience the BMW Motorrad brand among other BMW Group brands in the BMW Motorrad brand room at BMW Welt Munich since January 2022. The Brand Mover Training immersive experience in the BMW Motorrad brand room gives visitors all the insight into the brand and its customer types and values through interactive training sessions that simulate all the senses.
If you are interested in BMW motorcycles and BMW Motorrad rider equipment, you can find the press material in the BMW Group PressClub, accessible via www.press.bmwgroup.com. You can also contact Sarah Bauer, Corporate, Product and Innovation Communications, at +49-151-601-94180, or via email at Sarah.Bauer@bmw.de.