Official Release: The BMW Group will be exhibiting from 15 – 27 September in Frankfurt with a one-of-a-kind stand architecture that takes modern experiential marketing to a whole new level. Under the BMW Group umbrella, the BMW, MINI and Rolls-Royce brands will showcase their strong, separate identities in impressive style.
With a much longer circuit (now 400 m) than in 2013, the stand now offers active-driving demonstrations of BMW and MINI-brand vehicles for the first time and is the most distinctive architectural feature of the 2015 stand. In addition Frankfurt will be the official public debut of the highly anticipated MINI Clubman.
With more than 12,000 m2 over two levels, this year’s stand is the BMW Group’s largest- ever. All innovations, new models and the entire product portfolio will be on show for the media and all other visitors.
BMW and MINI technology and product highlights will be presented to visitors in brief shows 20 times per day on stages integrated into the circuit. The BMW stage is an imposing 50 metres wide.
MINI Creative Hub.
As part of the BMW Group presence, this year’s MINI stand highlights the Group’s innovative strength and builds on MINI’s tradition of constant reinvention. This is the first time MINI will appear entirely in its new corporate design.
The brand’s smart and authentic identity is reflected in the architecture, communications and film material. The new brand philosophy represents the progressive lifestyle of the creative class.
The main focus of attention is on the world premiere of the new MINI Clubman. With a new six-door version of this striking and highly-successful MINI model, the brand is venturing into the next-highest vehicle class for the first time and raising the bar for design, material and product substance.
The nine-metre-high window at the front of the stand provides a view of the world of the new MINI Clubman. Based on the idea “The Clubman Dialogues,” visitors are invited to discover the creative, urbane world of the new MINI Clubman.
The main highlight exhibit offers users the opportunity to explore the world of the new MINI Clubman and create a personal editorial.
MINI John Cooper Works transports the visitor to a wide-open, urban-industrial world. Two members of the legendary John Cooper Works family will be shown against the backdrop of a large aircraft hangar. Freedom, heritage and exclusivity are translated into a walk-in experience.
The stand presents the MINI Countryman as a car that is equally at home in the city as in the country.
MINI Connected is a common thread throughout, as an expression of MINI’s digital identity. Driver assistance systems, in-car infotainment, virtual reality – a wide range of innovative multimedia exhibits allow the almost limitless possibilities of ground-breaking technologies to be experienced in an interactive manner.
The MINI Connected Lounge with its relaxed loft atmosphere on the upper level offers a spectacular view of the stage and track, while MINI 360° provides a glimpse of the future.
MINI Yours stands for nothing less than tailor-made exclusivity.
This area invites guests to discover the first-class design and materials in the creative atmosphere of a studio. A large-scale display cabinet presents the diversity and exquisite craftsmanship of MINI Yours.
MINI Accessories opens up a world of different possibilities – with accessories in all shapes and colours that can be combined in countless different way. Visitors have the chance to create their own MINI look with the MINI accessories configurator.
The focus of the MINI Lifestyle shop this year will be on the new MINI Gentleman’s Capsule Collection, inspired by the new MINI Clubman, with accessories such as hats, glasses, shoes, a fragrance and an exclusive shaving set.
Guests of Rolls-Royce: The stand concept for Rolls-Royce Motorcars’ presence at IAA 2015 recreates a modern villa – cool and contemporary. Its inviting architecture makes the brand appear more open and accessible than at previous shows.
The world premiere of the new Rolls-Royce Dawn is the undisputed highlight for the brand this year. The impressively elegant exterior design of this four-seater luxury Drophead combines the iconic presence of a Rolls-Royce with a cool and contemporary Rolls-Royce vision. The Dawn is an extremely appealing vehicle, quite unlike any other Rolls-Royce to date. Two different configurations will be presented at the stand.
A special selection of vehicles will be open to all visitors in the Collector’s Garage: the new Wraith Inspired by Music, a Phantom Limelight and a Ghost Series II.
In the Sir Henry Royce Lounge, customers and prospects can find inspiration for their own personal design wishes and discuss them directly with members of the Rolls-Royce team in a relaxed atmosphere.
Bespoke is Rolls-Royce . One of the success factors for “Bespoke is Rolls-Royce” is the close cooperation between designers and customers, whose wishes are seamlessly integrated to create a car as unique as a fingerprint. In the bespoke studio, guests have the chance to explore the detailed design process of a number of iconic features.