In most places in the world, a BMW showroom like the one in this video would be over the top—waaaay over the top. But Paris is not one of those places; the City of Light demands a presence that is cutting-edge in architecture, design, fashion, and lighting. As for the products in the showroom, BMW has a diverse range of vehicles, both in styling and function, that can hold their own in any design setting.
The huge LED wall and mirror facing the street allows BMW to present cars as part of an artistic display specially tailored to the time of day. Inside are examples of vintage and classic BMWs as well as the models anyone can buy today. How can you go wrong when your display includes a 328, a Z8, and an i8?
BMW plans to open similar showrooms in London and New York City—two towns where this type of presentation should play very well. These stores make sense as the faces of an upscale brand, where they serve not just as showrooms, but destinations for BMW buyers and tourists alike.
For the rest of us, we have our local dealers where we can drool over new and used BMWs and more importantly, take them out for test drives.—Scott Blazey
[Photo and video courtesy of BMW TV International.]
