BMW Product and Brand Experience 2019 was an exclusive event series for owners and managing directors of BMW dealerships. The aim was to bring the unmistakable BMW feeling to life by showcasing the brand’s values through emotional driving experiences, innovative productions, and product highlights.
Around the Autódromo do Estoril, near Lisbon, the latest 2019 models took center stage. Within three weeks, our e.w.enture teams realized impressive event locations that offered participants an intense and unforgettable BMW adventure.
Location #1: A Material Challenge at the Racetrack
At the Circuito do Estoril, we transformed more than 30 plain workshop boxes into four striking corporate workshop worlds. Covering an area of around 2,500 m², we created first-class product labs by installing large window surfaces, premium wall constructions, and stylish furnishings.
Between the workshops, vehicle presentations and various lounge areas were integrated, making the space not only functional but also design-driven and inviting. The once dark, utilitarian pit lane areas were completely reimagined—perfectly reflecting BMW’s premium standards.
Location #2: Brand Spirit at Palacio de Xabregas
Another highlight of the event was the evening at the historic Palacio de Xabregas. In this grand setting, dinner events took place featuring spectacular productions:
- A large stage with platforms was erected in the courtyard.
- For the dinner show, we built an impressive stage staircase combined with a movable, oversized lamella curtain made of PVC strips finished with mirrored foil.
- In an adjoining room, a unique installation of silver helium balloons created a visual highlight of the evening.
A Large-Scale Project of the Highest Order
For this ambitious project, more than 50 e.w.enture employees and additional specialized companies were on site for three weeks. The success of this major project not only marked the launch of an entire BMW event series in Portugal in spring 2019 but also underlined our ability to execute even the most complex tasks to the client’s utmost satisfaction.
We are proud to have been part of this remarkable project and look forward to taking on further exciting challenges.
