BMW Group has released details of its ‘one-of-a-kind’ stand planned for the 2015 Frankfurt Motor Show (2015 IAA). Calling it a modern take at experiential marketing, the company hopes to gather attention at the international motor show in its homeland.
For the first time, the stand will feature a longer 400 m circuit that will be used to offer driving demonstrations of BMW and MINI brand vehicles. The company claims that the circuit will demonstrate the diversity and performance of the BMW Group impressing the visitors.
The stand will cover over 12,000 m² of area and will be divided among two levels making this year’s stand the largest ever used by the Group. Technology from BMW and MINI will be presented to the visitors 20 times a day on stages that have been integrated into the circuit.
Also for the first time, BMW will be giving a sneak-peek behind the scenes on the BMW IAA app. The app features integration of augmented reality along with audio guides to experience the BMW 7 Series and other exhibits in a different dimension.
The 2016 BMW 7 Series will be in the limelight of the BMW brand’s display. The flagship saloon will be presented to visitors to portray attention to detail and state of the art technology offered on it. The Mini stand will appear in its new corporate design for the first time. This is where the all-new Clubman will have its global premiere. The exhibit offers the visitors to explore the world of the new Clubman and create a personal editorial. Rolls-Royce will feature Guests Of Rolls-Royce design concept for its stand recreating a modern villa. The highlight from the brand will be the world debut of the Rolls-Royce Dawn.
The press release is embedded below for more details.