Task:Concept design, planning and implementation of the entire motor show presence in the new Hall 11 as a lead agency. Make representatives of the press and the general public experience efficiency and dynamics, responsibility and emotions as well as solid solutions and the brand core.

Implementation:Efficiency and dynamics are to be understood as two sides of the same coin for the BMW brand. They are the guiding principles for orchestration, architecture and communication. BMW’s own economical exhibition stand system and sustainable wooden building style is used. 75% of the steel is reusable material.

Evaluation:The BMW stand has been evaluated in surveys among 2009 motor show visitors to be the best brand appearance of the entire fair.