50 Years of Legendary
Bringing together BMW customers, fans and enthusiasts to celebrate 50 years of M, our vision was to create an event that applauds the past, celebrates the present and electrifies the future. From immersive product displays to seat of the pants excitement on our closed-course track, VR experiences, interactive contesting, the launch of the XM and new X2 and access to a full lifestyle boutique, this celebration delivered the request to 'amplify familiarity and opinion and elevate the heart rates of all guests.'
Background
BMW wanted to celebrate five decades of fascinating history with their passionate community of brand fans and all M enthusiasts. Whatever experience we created needed to honour the jubilee while setting the stage that a new era of performance, electrification, and expressive lifestyle was just beginning.
Challenge
The event needed to be in one location nationally during the week and within an urban market. The venue needed to showcase the history, the future, and provide the opportunity to drive current models within a closed-course environment while providing the perfect stage for guests of this sold-out, invitation-only event.
Challenge
The event needed to be in one location nationally during the week and within an urban market. The venue needed to showcase the history, the future, and provide the opportunity to drive current models within a closed-course environment while providing the perfect stage for guests of this sold-out, invitation-only event.
Solution
Hundreds of M enthusiasts descended on the 250-year-old Liberty Grand in Toronto and were treated to wonder upon BMW wonder as the event unfolded. We curated three distinct spaces to display the series’ evolution: the history of M, an opportunity to experience M, and a glimpse into the future of M.
Outdoors, guests enjoyed an exclusive track experience of BMW M models for hot laps by a team of professional drivers. Indoors, specially curated displays from individual BMW owners’ personal collections showcased the last five decades and were juxtaposed to a more modern lineup. As guests transitioned into the Future of M area, indoor fireworks sparked from the ceiling, which electrified guests as the all-new BMW M2 and XM were unveiled with no shortage of signature experiences and exceptional culinary programming.
Result
Hundreds of guests attended with nearly half taking advantage of the drive program and the majority signing up to participate in future programming from the brand. An additional snapshot of the event can be viewed here.
