Media representatives are usually flown in from all around the world for product presentations. For the concept vehicle BMW VISION iNEXT, Vok Dams turned this approach on its head: instead of realizing a major product presentation at a fixed location, they designed several small but no less impressive presentations – in an aeroplane. In 2018 the new BMW concept car flew around the world.
For this project, a modern Lufthansa cargo plane, a Boeing 777F, was fitted with an elaborate and imposing presentation structure. Inspired by Around the World in 80 Days by Jules Verne, it was made possible to present the car to the press on three continents, in four cities and on five days – starting in BMW‘s home city Munich, via new York City, San Francisco and Beijing, before finally returning to Germany. A tight schedule allowed the world press to see the car almost simultaneously, whereby embargos were restricted. This unconventional event setup with complex product requirements and logistical challenges achieved its envisaged objective precisely due to this complexity: exceptional media reporting for the brand and its future vision.