Brussels BMW Brand Store has been awarded with the Iconic Award 2014 in the category of “Interior Design Retail” by the German Design Council because of its unique conceptual store design. The store opened in March 2014 and in just six months it has already influenced the look of the city.
Dr. Steven Althaus, BMW Groups’ head of Brand Management and Marketing Services said, “Brands have to be experienced. Conventional showrooms are giving way to platforms which encourage communication and enable experience".
Althaus cited that their design concept combines architecture, design and technology within their interiors and this has paved the way to a new approach in brand presence. He added, “This fundamental vision of succesful modern presentation has now been recognized by the Iconic Awards.”
So what does the store look like? The entire space is about 1,500 square meters and incorporates interactive media in its innovative exhibits. So aside from looking at it, guests can interact with the space through the latest technologies which are decked inside the store. For example, a person can directly check a vehicle’s configuration with the use of an oversized screen which they call the Virtual Product Presenter.
The store is also designed museum-style with exhibitions that change from time to time and feature a variety of themes. During its launch in March, the theme was “BMW i-eMobility.” In August, it featured “M Power & Motorsport” and ran until the end of the month. In general, the store has been designed to maximize the experience and encourages clients to stay longer within the retail space.
