An installation where the raw aesthetics of a garage meet the comfort of a living room.
Contrasting moods merge into a new whole, creating a space that unites functionality and emotion.
Culture & Community
Client:
BMW M / unknown inc
Location:
München
Completion:
2024
Photos:
Lukas Schramm
A space was created for BMW M that not only serves to communicate brand content but also strengthens the sense of community and identification with the brand.
The Contemporary Clubhouse is modular and adaptable: Depending on the location and purpose, different modules—such as music, art, lounge, car, or bar—can be selected and combined. Future brand spaces can be individually and dynamically designed by adjusting the focus and constellation of said modules.
The flexible interplay of these modules allows for extraordinary scenarios in which the car is placed in unexpected contexts.
The concept was specifically developed for the event "Calling Schnell", which celebrated the Golden Era of Car Phones and the unmistakable energy of the 1990s. However, the idea extends far beyond "Calling Schnell"—it marks the beginning of BMW M’s new brand presence and sets a benchmark for future brand presentations.
A Contemporary Clubhouse individually designed to help the BMW M community thrive.
