As a rule, BMW presents its vehicle novelties to the press as part of dynamic events. However, the contact and travel restrictions in the year 2020 due to the coronavirus pandemic led to the cancellation of several launch events. HAGEN INVENT was therefore appointed to bundle various launch events into one. The attending target group was to be offered a compact experience with maximum efficiency, fulfilling the applicable hygiene regulations and at the same time creating a positive overall experience. Setting the stage for five different models at the same time presented a further challenge.
The event was conceived so that the participants could put together a largely individual programme within the setup. Themed islands were created in the vehicle showrooms at PKV Garching near Munich, each of which was dedicated to one of the vehicles. In order to avoid contact and the formation of groups, the participants were able to attend individual workshops and expert talks throughout at the product islands, enjoy small snacks and refreshments and go on test drives with the product range. Further coronavirus measures at the event included the division into small groups of a maximum of 24 persons, individual programme options, comprehensive hygiene measures and distance markers.
For media representatives who could not attend, workshops were held at the product islands and presented as livestreams with follow-up Q&A sessions. The colourful key visual and event design were intended to not only reflect the diversity of the vehicles but also to be an expression of optimism, confidence and courage in these special times