BMW opens pop-up shops for BMW i electric car range

BMW Group has launched the first of three pop-up shops to open between now and December exclusively dedicated to the BMW i range of electric vehicles and lifestyle merchandise.
The first BMW i pop-up space opened yesterday (Monday October 5th) in Newcastle’s Intu Metro Centre, in collaboration with Lloyd BMW Newcastle. It will be live in the centre for a total of three weeks.
The brand space and experience has been designed by experiential agency TRO and takes style cues from the award-winning BMW i3 and i8 vehicles, focusing on technology and lifestyle to bring the i brand to life.
The store features LED lighting, a living wall, and different zones which all come together to create a beautiful space and experience for shoppers. Experiences include a lounge area with coffee bar, a story wall containing iPioneer customer stories on interactive screens, a kids’ zone with ‘buzzwire’ and other games, and a charging zone for mobile phones.
Carl Sanderson, General Manager, BMW i says: “Our BMW i Pop-Up Shops will give visitors, who might not have considered BMW before, the chance to touch and feel the brand and product in an informal, immersive and interactive environment. BMW has seen great success from its award-winning Pop-Up Shops programme, and we are looking forward to welcoming people to our specially designed i shops over the coming weeks.”
The BMW i Pop-Up Shops will visit the following locations:
Intu Metro Centre (with Lloyd BMW Newcastle) – October 5th until October 25th;
Intu Trafford Unit (with Williams BMW Manchester) – November 2nd until November 22nd;
Cabot Circus Bristol (with Dick Lovett BMW) – November 30th until December 13th.
TRO’s BMW Pop-Up Shop Programme recently won Gold in the In-Store Experiential Marketing category at The IPM Awards 2015, run by the Institute of Promotional Marketing.