MEET XM
In the weeks following BMW’s 50th anniversary of M programming, 7 Communications was invited to introduce the unapologetically forward, and first-ever, BMW XM to an audience of VIP clients.
Background
In the weeks following BMW’s 50th anniversary of M programming, 7 Communications was invited to introduce the unapologetically forward, and first-ever, BMW XM to an audience of VIP clients.
The intent was to bring together top customers, prospective clients, and key brand partners in an unexpected environment for a premium multi-sensory experience of the exclusive, expressive, and electrified XM.
With design that delivers an unmistakable presence, the XM showcases the confidence of the brand’s model offensive that debuted during the 50th anniversary year of BMW M. The first M-only vehicle since the M1 (1978–1981), the 644hp XM is the most powerful BMW ever. Its plug-in power delivers 50km of zero-emission range that is paired to BMW’s powerful twin-turbo V8.
Inside the XM, the BMW Curved Display, Deep Lagoon BMW Individual Merino Leather with Vintage Coffee treatment, one-of-a-kind 3D patterned and illuminated Alcantara headliner and Rear M Lounge seating are just a few of the features that make the XM’s interior so special. The 1500-watt Bowers & Wilkins 20-speaker Diamond Surround Sound system adds the perfect audio complement.
Challenge
Easier said than done, create an experience within an unexpected venue that matches the progressive exterior styling and luxurious interior surfaces of the XM. And ensure the venue offers stunning city views and is engineered to enable a 6,000-lb. vehicle to be properly showcased. The look and feel of the event design needed to match the moody, athletic, sleek, and modern design of the XM, and on night one, engage customers who had placed a deposit or shown purchase intent. On night two, the focus would shift to engage new prospects interested in this limited-volume $220,000 (CDN) Sports Activity Vehicle from BMW.
Challenge
Easier said than done, create an experience within an unexpected venue that matches the progressive exterior styling and luxurious interior surfaces of the XM. And ensure the venue offers stunning city views and is engineered to enable a 6,000-lb. vehicle to be properly showcased. The look and feel of the event design needed to match the moody, athletic, sleek, and modern design of the XM, and on night one, engage customers who had placed a deposit or shown purchase intent. On night two, the focus would shift to engage new prospects interested in this limited-volume $220,000 (CDN) Sports Activity Vehicle from BMW.
Solution
After compiling a sizeable list of possible venues and completing site visits, the Aga Khan Museum was selected. Designed by Pritzker Architecture Winner Fumihiko Maki, our clients and our team were drawn to the illumination of light within the sharp edges of the space, not unlike the XM.
Within the museum is the modern Middle-Eastern-cuisine Diwan restaurant with its Executive Chef, Mark McEwan. Providing us a unique venue with remarkable city views, it could not accommodate the vehicle, so an open-minded client (and venue) enabled us to construct a glass enclosure that seamlessly connected to the restaurant.
To curate the perfect multi-sensory experience that matched the moody, athletic, sleek, and modern design of the XM, our team collaborated with more than 20 partners. From a BarChef cocktail experience, to the 5-course culinary adventure with elevated wine pairings curated by Chef Mark McEwan, to the tasting of the exceptional 30-year-old single malt from The Dalmore, right down to the perfect plating of each meal on elegant table scapes by Splendid, every detail delivered on its intention.
Results
73% of new prospects accepted the opportunity to be one of the first in Canada to experience the XM. Delivered to each attendee’s home, it will be theirs to enjoy as part of an extended test-drive experience with more bespoke programming to follow.
