PRESS INFORMATION
MUNICH, 02 JUNE 2014
BECC CREATES A NEW EXPERIENCE FOR BMW IN BRUSSELS
Munich brand specialists showcase premium manufacturer in a new retail format
In mid-March, the becc agency realised the first Brand Store for BMW in Brussels, Belgium. The
brand specialists produced an in-depth presentation of the Bavarian automobile manufacturer in a
prime city centre location of around 1,500 m2. A new retail concept puts the focus on the brand and
its values. Visitors experience BMW not only with the help of products and offers, but also with all of
their senses thanks to the architecture, design and intelligent technologies. As a result, the Brand
Store unites the brand's premium nature with lifestyle aspects and innovative answers to current
and future mobility issues.
becc continued and developed the existing BMW architectural language for the retail format Brand
Store, and delivered a consistent showcase of the brand at all levels. This includes the design of the
window displays and the layered structure of the interior, as well as the development and integration of exhibits and interactive media. Current and historical vehicles, concept studies and material
and design samples all bring the brand to life. Highlights include the BMW i3 and i8 electric vehicles,
as well as artistic sculptures made from car parts and innovative materials. Large-format LED strips,
backlit images and film motifs attract attention and convey the BMW brand's messages and values.
This showcases all its individual segments, from the core BMW brand through BMW i, BMW M and
X-Family to Heritage and Lifestyle & Accessories. A changing display is planned for the Brand Store
to keep providing new incentives to visit. An exhibition for the launch of the BMW i8 was the prelude to the opening.
‘These days, premium brands need presentation methods that go beyond merely exhibiting the
product in order to meet their customers' high expectations. Brands have to create platforms for
communication and experiencing, to get their messages across using stories,’ says Leif Geuder, Managing Director of Strategy at the becc agency. ‘These showcases must encompass the modern
urban lifestyle as well as relevant target group issues, and have an impact in their immediate vicinity.
This includes high-profile city centre locations as well as proximity to other premium brands. Location and showcasing simply have to fit.’
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About becc agency
becc agency GmbH is an owner-managed brand and design agency based in Munich. The agency
advises its clients on every aspect of brand management. Its services range from brand development and positioning, global brand staging at trade fairs to events and in-store presences as well as
the development of communication concepts. The agency’s clients include SMEs and international
companies, such as the BMW Group and ŠKODA AUTO. The agency has won numerous awards in
the past for its work. In 2013, for example, it won the Red Dot Design Award for the BMW Brand
Store in Paris and the German Design Award 2014 for the ŠKODA trade fair presence at the IAA
(2011). In 2012, the brand and design agency won nine awards, including the iF Communication Design Award for Brand Identity and the Brand Design of BMW i. At the Automotive Brand Contest
2012, becc was also crowned as “Agency of the Year”. The agency was founded in 2006 by Jochen
Trabert, Sabine Kraus and Leif Geuder. In 2013, the team of managing directors was increased with
Katharina Kraus and Metin Seyrek. The agency currently employs 70 staff.
Further information: www.becc-agency.de
BMW Brand Store Brussels
Boulevard de Waterloolaan 23-24
B - 1000 Brussels
www.bmwbrandstore.be
Contact:
consense communications GmbH (GPRA)
Friederike von der Kuhlen
Wredestrasse 7, 80335 Munich
Phone: +49 89 23 00 26-33
Fax: +49 89 23 00 26-79
E-mail: fk@consense-communications.de
WE SPEAK BRAND.
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