International Media Launch of the BMW X2

At the beginning of 2018, the new BMW X2 was presented to the media in Lisbon. The design of the car is intended to appeal to a target group young or young at heart, urban and active. The aim of the media event was to showcase the car in a daring and surprising manner. The idea Hagen Invent came up with: a concept that constantly alternates between traditional and modern, historical and urban elements and generates surprise.

The starting point was the historical hotel Palácio do Governador, which served as an accommodation for the journalists. The agency staged the car with deliberate contrast within the traditional setting: graffiti below traditional woodwork, Playstations and Hololens experiences in historical rooms.

After being welcomed there, the guests rode in historical trams to the follow-on location. Their destination was the dark, foggy site of the metropolitan tram operator. The guests disembarked there amidst workshop and maintenance halls and had to follow the sound of music and light from burning oil barrels by themselves. A place below the famous bridge Ponte 25 de Abril, surrounded by overseas containers, campfires and the old piled up buses of the village underground, served as a richly contrasting introduction to the evening. The press conference and dinner took place in a temporary glass building with a domed roof – which felt like it was under an open sky, amidst the burning oil barrels and surrounded by hundreds of vintage petroleum lamps and candles. Old school waiters, with a black tailcoat, waistcoat and bow tie, served the Portuguese dish Cataplana – in a copper pot and informally in the middle of the table.