driven by design

Feb 13
1 min read

at the beginning of 2025, we developed a holistic spatial concept together with the lead agency The Storytelling Company for the BMW M Experience Abu Dhabi – an international brand experience for dealers, VIPs, and customers.

the focus was on the spatial design of various event formats such as keynotes, lounge and hospitality areas, a pop-up shop, clubhouse, an exclusive dinner on the racetrack, presentation rooms, and strictly confidential showrooms for new models – all united by a consistent design language around the yas marina circuit.

our conceptual approach was inspired by the iconic BMW M look & feel – powerful and puristic. the aesthetic combined motorsport and workshop character with a premium atmosphere – reflecting the distinctive BMW M DNA.

in close collaboration with BMW and The Storytelling Company, an international event format was created that showcased BMW M impressively as both a brand and an experience.