As part of its longstanding development relationship with BMW, ISARIA carried out the structural design and engineering work on the components all the way to the manufacturing readiness stage.The design specifications for the showroom and furnishings were developed by the branding agency BECC in collaboration with BMW.
The motto of the new showing is „Unstoppable“ and thus the central element of the showroom is a display of motorcycles in a dynamic curve arrangement. An equally curved Communication Band with brand-typical graphics – permanently installed in some cases and exchangeable in others – is located above the semi-circle of motorcycles.
Along with the white surfaces and orthogonal form idiom typical of the BMW brand, solid oak distinguishes the customer counselling, catering and waiting zone as well as the merchandising
area in particular. Graffiti-like lettering, partially executed in neon, accentuates the spontaneity and unconventionality represented by the biking lifestyle.A role is also played by new functions in the showroom, which in future is to act more fully as a meetup place for the BMW biker scene and reinforce the idea of being part of a community. Mise en scène media elements create a connection to the brand and set the stage for successful customer counselling.
The scalable showroom concept is available in various versions and is thus adaptable to the dealership in question. ISARIA helps to build brands by providing design and production services for shop and retail settings. Working in collaboration with agencies and designers, we create immersive brand environments characterised by high quality as well as functionality and longevity.
