e.w.enture at the IAA Mobility 2025 – three projects, three stories, one powerful statement!
The IAA Mobility 2025 once again transformed Munich into a stage for the future, innovation, and brand worlds. At the center of it all: e.w.enture GmbH, which realized three projects – each unique in its presentation, ambition, and impact. From the historic Residenz fountain courtyard to urban pop-up locations to the heart of the city at Marienplatz: trade fair construction in Munich and innovative event architecture demonstrated how diverse brand spaces can be conceived and implemented today.
Lucid Motors – Architectural Vision in the Fountain Courtyard.
In the heart of the listed ambience of the Munich Residenz, Lucid Motors made an architectural statement. A 350-square-meter exhibition stand combined modern design with sustainable materials. The highlight was the vehicle placement on a sloping roof surface – flanked by custom-made ceiling systems and desert flora, which underscored the open brand aesthetic. The over seven-meter-high structure was built in just six days – a logistical masterpiece in the sensitive environment of the Residenz complex. e.w.enture was responsible for the planning, production, and exhibition stand construction in Munich.
BMW M Clubhouse – Lifestyle you can touch.
The BMW M Clubhouse presented itself in a completely different, but no less impressive, setting. Generation M, influencers, and friends of the brand met at Goldberg Studios for a pop-up experience with DJ sets, photo opportunities, and automotive icons. From the M2 CS to the M3 E30 in Jägermeister livery – the vehicles became the centerpiece of an evening that celebrated the BMW M brand as a lifestyle universe. There was even a world premiere: the new BMW M Fragrance Collection provided the perfect scent. e.w.enture handled the technical planning and construction implementation – transforming the concept and vision into a meticulously executed event construction project in Munich.
Citizens Lab & IAA Mobility – Dialogue at Marienplatz.
With the Citizens Lab, the IAA Mobility focused on public engagement and participation. An information booth was created directly on Munich’s Marienplatz, appealing to citizens, visitors, and industry professionals alike. As an open space for questions, discussions, and exchange, the project demonstrated how mobility change can be seen and experienced in the midst of urban life. Here, too, e.w.enture demonstrated its expertise in event construction for the IAA Mobility – precise, reliable, and right in the city center.
Conclusion: Diversity as a strength!
Three projects, three completely different challenges – united by one goal: to make brands and messages visible. Whether high-end architecture, urban lifestyle pop-up, or public dialogue space: e.w.enture demonstrated at the IAA Mobility 2025 in Munich how broad the spectrum of trade fair and event construction is today – and how precise planning, craftsmanship, and logistical strength create extraordinary experiences.
