BMW 5 Series product presentation
What was special about this concept was that the guests were an integral part of the launch, with everything happening around them and above their heads. Adriaanse/van Kuyk Brand Events transformed the space into a warm, inviting, modern club with various dealer lounges, perfect for enjoying the venue’s hospitality. Part of the launch of the new BMW 5 Series Sedan was the unveiling presentation. To pull this off, Adriaanse/van Kuyk Brand Events teamed up with Otter Creators. The focus of the unveiling presentation was on communicating the vision of BMW and the values of the new BMW 5 Series in particular. To that end, the concept of the presentation consisted of five strands (Pleasure, Vision, Dynamism, Innovation and Design) that collectively shape the new BMW 5 Series. These strands were illuminated in live presentations that were supported by dancers amongst and above the guests, impactful visuals and projections. Design is one of the key values of the new BMW 5 Series. Adrian van Hooydonk, BMW Group’s Dutch-born Head of Design, was therefore invited to host the evening. He introduced each strand and presented the fifth strand, Design, himself. The result was an audio-visual spectacle during which four seamless screens, 37 metres wide and 6 metres high, created a spectacular 360-degree view. The ‘Vision EfficientDynamics’ concept car, in the Netherlands for the first time, played a special role in the launch. This concept car gave physical form to BMW’s future vision. After the unveiling, the more than 2,500 BMW dealers were able to admire the new BMW 5 Series Sedan up close, while enjoying special culinary creations.
Adriaanse/van Kuyk Brand Events organised this event on behalf of BMW Netherlands.
Around 600 guests took part in each session.
Jan van Kuyk on working with AFAS Live
‘We chose this venue for its strategic location near the motorway. Besides, we had already had good experiences with the venue when launching previous models. It’s a building, a big ‘Black Box’, which you can imbue with your own atmosphere and identity. That’s very important to our customers and certainly important to BMW. It’s crucial to let guests experience the world and values of the brand. And it worked out perfectly. The guests already knew more or less what the space looked like, but were amazed at how we’d transformed it into a warm, cosy, modern club. The technical facilities are also good, and there’s an expert team that is across every detail. Although it was of course originally a music venue, and a number of things are idiot-proof, the building is also highly suitable for these types of B2B/B2C events. The staff are also good at contributing ideas for events such as these, and they’re very flexible. The structure and logistics were great, which created a pleasant working experience for our suppliers as well. The surrounding area and exterior appearance of the venue are not optimal, but fortunately you can create your own world inside. The only thing you always have to bear in mind is the possibility of football matches at the nearby Amsterdam ArenA. That’s always a major concern as well as a logistical challenge.’
