BMW M – Clubhouse IAA 2025

BMW M Clubhouse – Pop-up experience at the IAA in Munich. Drinks, beats, and plenty of M power: With the BMW M Clubhouse, Munich's city center was transformed into a true hotspot for everyone who celebrates the BMW M lifestyle during the IAA 2025. Gen M, Friends of the Brand, influencers, and content creators met at Goldberg Studios to enjoy the full brand experience, featuring exclusive DJ sets, creative photo ops, and legendary vehicles like the BMW M2 CS and the BMW M3 E30 in Jägermeister livery. Even a world premiere was a must – the new BMW M Fragrance Collection provided the perfect scent for the performance. We at e.w.enture were responsible for the technical planning and the entire construction implementation, ensuring that the vision and concept resulted in a location that was perfectly staged and thought through down to the last detail. The result: a pop-up experience that made the BMW M spirit tangible – and demonstrated how event architecture and brand staging can go hand in hand.