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BMW – North Shore 5 Series launch

"5 Star Elegance"

Brief

  • BMW were to launch their new & exciting 5 Series and the North Shore showroom was to be one of the biggest & best in NSW
  • The theme of the evening to be ’5 Star Elegance’, reflecting upon the aesthetics of the new design
  • The showroom to be transformed into a high-end art exhibition inspired by elegance & minimalism where the all new 5 Series is to be the centerpiece
  • To ensure attendance criteria are reached by adding additional elements to the launch.
  • Neon Projects were then left with a ‘blank canvas’ showroom to create something special

Idea

  • Whilst the all new 5 Series was the star of the evening, we had Australia’s most recognised artist, Mr. Ken Done, as the guest of honour who gave a 20 minute speech about his journey as an artist and the creation of his BMW ArtCar painting
  • Incorporating Ken Done Artworks framed by truss arches and intelligent lighting, the showroom was recreated into a modern and elegant art exhibition with the new series 5 as its featured piece of art
  • Immense buildup to the reveal of the car itself with a truss/drape reveal accompanied by a lighting & audio show whilst the car drove out onto a staging platform

Audience

  • 272 BMW Australia Consumer invitees RSVP’d with 210 guests braving the torrential rain & storm on the night
  • Celebrity appearances including Ken Done and Dick Smith
  • BMW Head Office representatives
  • “The feedback from the 5 Series launch has been very positive! The guests loved the transformation of the showroom and the presentation of the car.
    The technical part of the event also ran very smoothly and your team did a great job – overall, I am VERY happy the execution of the event, and I am looking forward to our next big event!” Jorgen Kristoffersen – Marketing Manager, North Shore BMW