Freude by BMW - The Garden

FACTS

BMW, 2023, Tokyo, Japan

ROLE

Creative Director

SERVICES

Creative Concept, Creative Direction, Retail Design, Brand Experience

BRIEF

Introduce the new BMW i5 M60 electric sedan to the Japanese market through an eye-catching pop-up store at Omote-Sando Crossing Park in Tokyo. Timeframe for the activation was July 14th untill September 17th.

IDEA

Tokyo’s summers are extremely hot and humid, and the city offers few spaces for spontaneous social interaction. To address both issues, we introduced a cultural element from BMW’s hometown of Munich: a beer garden. Lush greenery and misting nozzles created a cool, welcoming environment where passers-by could sit, work outdoors, and engage with BMW’s brand messaging. A food truck served German–Japanese fusion snacks. Inside the main pavilion, visitors could explore the design process behind the BMW i5 and purchase items from a capsule collection created in collaboration with Berlin agency Highsnobiety. A floral sculpture by artist Takayuki Tanaka provided the backdrop for the BMW i5 M60 on display.

AGENCY

THE GAME

TEAM

Mona Bouzarda, Julian Pössnicker

COLLABORATORS

Highsnobiety, Hakuten

freude by bmw the garden pop-up tokyo
floorplan of the pop-up location at the omote-sando crossing

FIRST IMPRESSION OF THE POP-UP
IMAGE CREDIT: BMW

BMW i5 M50 VEHICLE ON DISPLAY
IMAGE CREDIT: BMW

VEHICLE DISPLAY WITH FLOWER SCULPTURE
IMAGE CREDIT: BMW

SIGNAGE OUTSIDE THE COWORKING SPACE
IMAGE CREDIT: BMW

FRONT ENTRANCE
IMAGE CREDIT: BMW

FRON ENTRANCE AND WELCOME DESK
IMAGE CREDIT: BMW

REAR BEERGARDEN AREA OF THE POP-UP
IMAGE CREDIT: BMW

FUSION APPETIZERS AT THE OPENING EVENT
IMAGE CREDIT: BMW

RENOWNED BMW COLLECTERS IN ATTENDANCE
IMAGE CREDIT: BMW

DJANE AT THE OPENING EVENT
IMAGE CREDIT: BMW

REAR GARDEN SEATING
IMAGE CREDIT: BMW

OPENING EVENT
IMAGE CREDIT: BMW

BMW M50 VEHICLE LOAD-IN

GUESTS ORDERING AT THE FOOD TRUCK
IMAGE CREDIT: BMW

KOL PHOTOSHOOT

BRANDED PARAPHERNALIA ON-SITE

OPENING EVENT RECAP VIDEO
VIDEO CREDIT: BMW

BMW i5 M50 LOAD-IN

BEVERAGE SELECTION AND TESTS

BRANDED CONSTRUCTION SITE FENCING

OUT OF HOME DIGITAL BRANDING

FOILIAGE INSIDE PAVILION

WINDOW FOILING AT NIGHT

WINDO FOIL GLARE EFFECT

PAVILION WINDOW FOILING

PROMOTIONAL VIDEO
VIDEO CREDIT: BMW

FLOWER GIVEAWAY AT OPENING EVENT

FLOWER SCLUPTURE CLOSE-UP

CAPSULE COLLECTION

BMW i5 DESIGN DISPLAY

BMW 5 SERIES HISTORY SCALE MODELS

BUILD-UP OF THE FRONT PAVILION AREA

COOLING FOG TEST

LOGO APPLICATION INSIDE PAVILION

BUILD-UP OF THE REAR BEERGARDEN AREA

APPLICATION OF EXTERIOR SIGNAGE

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SIGNAGE FABRICATION DETAIL

APPLICATION OF EXTERIOR SIGNAGE

QUICK GLANCE INSIDE THE PAVILION

COLOR AND FURNITURE SAMPLING

PARAPHERNALIA BRANDING

INTERIOR LIGHTING TESTS

PAVILION INTERIOR MATERIAL CHECK

EXTERIOR MATERIAL SAMPLING

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Laekenveld

Drawing, 2013, 297x420mm, Digital Print, Edition of 3

laekenveld I artwork laekenveld II artwork laekenveld III artwork laekenveld detail studies

laekenveld I
artwork

laekenveld II
artwork
laekenveld III
artwork
laekenveld
detail studies