BMW auf der IAA 2013
Exhibition conceptBMW AG
The communicative and architectural concept that was developed for BMW’s presentation at the IAA 2013 elevates the principle of dynamic driving to a whole new level: visitors to the motor show can experience the infinite driving pleasure of the new BMW models on a driving track nearly 300 m in length on three levels. Interested onlookers at the IAA get impressive views of the new products from every vantage point. The combination of trade fair and event, world premieres of models and striking stand architecture makes the BMW Group presentation a 360° experience for every visitor to the IAA.