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Project tasks


  • Carry out a presentation of the car, preserving the corporate identity of the BMW brand
  • Show the character of the car in the concept of the event
  • Show new product features and capabilities
  • Attract the greatest number of new BMW owners

The concept of

The presentation of the car takes place in the format of a summer party in the open air. New BMW X4 won't leave you indifferent after this meeting! The very concept of the party creates a portrait of the ideal owner of the BMW X4. The BMW X4 car has its own unsurpassed character, and is best displayed in the concept of 4 elements: fire, water, earth, air.

The guests of the presentation had the opportunity to get to know the car with all the possibilities, to feel in the same rhythm of life with the car! To demonstrate the organic existence of the car, not only in urban environments, but also in natural ones, an outdoor area was chosen, because a car is primarily associated with travel.


There was a special photo zone at the event, where it was possible to create videos in real time using digital technologies. Also, everyone could take pictures with representatives of wildlife.

A presenter and a DJ worked on the site, who actively supported the mood of the public. The entertainment program included a gymnast show and a drum show, and an unusual fire bar was organized for guests.

Chips project

  • To support the concept of the four elements, a physical representation of the elements was developed at the event
  • The appearance of the BMW X4 on a pontoon on the water was a display of the elements of water
  • The show of gymnasts displayed the element of air
  • Fire bar was responsible for the element of fire
  • The presence of wild animals on the site and the test drive of the car represented the element of earth.
Number of guests

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