BMW: "BMW AT THE FRANKFURT MOTOR SHOW 2009" Design & Branding by Blue Scop

Type of entry: Environmental Design
Category: Environmental Design: Semi-Permanent
Advertiser: BMW MUNICH
Product/Service: BMW
Agency: BLUE SCOPE Berlin, GERMANY

Client: Thomas Muderlak (BMW)
Client: Nadine Kurz (BMW)
Organisation: Sylvia Demes (Blue Scope)
Architecture: Christoph Schmuck (Blue Scope)
Finance And Production: Mischa Schulze (Blue Scope)
Creative Director: Andreas Stephan (Blue Scope)
Project Management: Christian Kuenstler (Gate11)
Creative Direction Film: Conni Krause (Gate11)
Creative Direction Film: Arnd Buss Von Kuk (Gate11)

Brief Explanation:
Creative concept:

The image: The agile white BMW Efficient Dynamics fleet on the 280m long track. The banked curve represents dynamics, the fuel consumption efficiency across all model series. Movement, architecture, light and media are linked with Elements of Joy (ice blocks, drinks, waterfall, motor sounds, classic cars, shows, vehicle handovers, fortune cookies).
Describe the brief from the client:
Task:

Concept design, planning and implementation of the entire motor show presence in the new Hall 11 as a lead agency. Make representatives of the press and the general public experience efficiency and dynamics, responsibility and emotions as well as solid solutions and the brand core.
Description of how you arrived at the final design:
Implementation:

Efficiency and dynamics are to be understood as two sides of the same coin for the BMW brand. They are the guiding principles for orchestration, architecture and communication. BMW’s own economical exhibition stand system and sustainable wooden building style is used. 75% of the steel is reusable material.
Indication of how successful the outcome was in the market:
Evaluation:

The BMW stand has been evaluated in surveys among 2009 motor show visitors to be the best brand appearance of the entire fair.