BMW 2019: brand fascination in Portugal
The BMW Product and Brand Experience 2019 is an exclusive series of events for the owners and managing directors of BMW dealerships. It conveys a tangible, authentic BMW feeling in every fiber and enables the brand values to be experienced up close with emotional driving experiences, presentations and product highlights. In 2019, the focus was on the new 2019 models around the “Autódrome do Estoril” near Lisbon. Within three weeks, our e.w.enture teams set up the event locations for an intensely noticeable BMW adventure.
Location # 1: Material battle on the Racetrack
In the pit lane of the Circuito do Estoril we built over 30 sober workshop boxes into four thematically impressive corporate workshop worlds with vehicle presentations in between and various lounge areas. By installing large window areas, attractive wall developments and top furniture, we transformed the dark functional rooms on approx. 2,500 m² into attractive product labs with a high quality standard and high design standards.
Location # 2: Brand spirit in the Palacio de Xabregas
Spectacular evening highlights of the multi-day event were the dinner events in the glamorous setting of the Palacio de Xabregas. We set up a large stage with a podium in the historic inner courtyard. For the product presentation within the dinner show, we had produced a large stage staircase with a mobile, oversized slatted curtain made of PVC strips with glued mirror film. For four days, a team of specialists was busy, among other things, installing an unusual installation made of silver helium balloons in one of the many adjoining rooms.
Over 50 e.w.enture employees and other specialist companies were on duty for three weeks. We are happy! And not only about the fact that we were able to implement this highly demanding large-scale project to the satisfaction of our customer – but also that this enormous project marks the start of a whole series of events for BMW in Portugal in spring 2019.