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BMW Group at IAA 2005 - part 1

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BMW Group at the IAA 2005
Source: BMW Group

Exclusive BMW exhibition area at the "Agora"
Munich. BMW presents itself once again this year in the "Agora" open space at the Frankfurt trade fair. The revised stand concept for the 2005 International Automobile Exhibition (IAA) provides an appropriate setting for the brand BMW. The brands MINI and Rolls-Royce are represented with their own stands in Hall 4.0 (Stand A26) and Hall 5.0 (Stand B10).

The BMW Pavilion
BMW's motto for the IAA 2005 is "BMW. The driving force." The large BMW Pavilion on the Agora has a surface area of some 3,400 square metres (15 m high, 45m wide, 75m long) and has an air cushion/membrane façade: cushion areas measuring 2 x 15 metres, kept under constant pressure by a compressor, encase the translucent construction.


Inside the building, BMW's presentation area is distributed over three levels. Visitors explore the BMW 1 Series experience area in the basement, and the presentation extends to the BMW 7 Series and M vehicles in the upper floor. At the centre of the presentation there are highlights such as the new BMW 3 Series Touring and the new BMW 130i. During the trade delegate and public viewing days, the vehicles will be presented on turntables by experts. In the adjacent highlight zones, trade fair visitors can familiarise themselves in detail with the new products of the brand. The grandstand not only provides 300 visitors with an excellent overview of proceedings but also gives them the opportunity to attend hourly product presentations.

Presenters introduce the new BMW models as well as a selection of technological innovations, including the all-wheel system xDrive, BMW active steering and the BMW 7-speed SMG gearbox in conjunction with the V10 high speed engine.

BMW Welt at the IAA
The "BMW Welt" will also be introduced to the general public for the first time in the BMW Pavilion. From winter 2006/2007, the visionary building, which is currently being built next to the BMW Group Head Offices in Munich, will be operating as the gateway to the BMW brand. After its completion, around 850,000 visitors a year will be able to experience all the facets of the BMW brand - and these visitors will include many BMW customers who want to collect their new vehicle directly from the manufacturer. The focus of the BMW Welt presentation at the IAA will be an architect's model on a scale of 1:87. Films will supplement the presentation of the model, with a time-lapse view of what has been happening on site since the start of building work in August 2003. In addition, IAA visitors can find out about the BMW Welt project in detail at two internet terminals. A special highlight here is the "3D Walk Through" - visitors can take a virtual walk through the futuristic structure simply by clicking wherever they want to go.

Brand presentation: MINI and Rolls-Royce
The brand MINI is presented in Hall 4.0 over a surface area of 1,500 square metres with a diverse spectrum of products and themes under the motto "LET'S MINI". At the IAA MINI presents the three new MINI model variations Park Lane, Checkmate and Seven to the international public for the first time. In reference to the historical background of the MINI, these three MINI models represent the different styles of noble, sporty and lifestyle-oriented.

In addition to the agility and the numerous safety fittings of the MINI, the individualisation options and the new MINI Collection are a key feature. The latter is presented with products such as the MINI Skater, a soft-touch MP3 player, lively fashion items, accessories and miniatures. The multi-faceted MINI brand and product experience is combined in the stand concept "CITY OF MINI".

The brand Rolls-Royce is presented over a surface area of 570 square metres in Hall 5.0. The stand construction system with high-quality glass elements and high-gloss surfaces creates a setting which is appropriate to the product. The stand is divided up into a public presentation and a VIP Closed Room for intensive discussion with experts. A Rolls-Royce Phantom Extended Wheelbase will receive its German premiere in the public area.

The new BMW trade fair presentation concept was developed by the Berlin architects plajer & franz studio. The presentation of the brand MINI was designed by Meiré and Meiré, Cologne. The Rolls-Royce stand was planned by the architects Puchner+Schum, Munich.

Human resources contacts at the trade fair
The BMW Group representatives from the field of recruiting will also be present at the IAA in Frankfurt from September 15th - 25th. Trade delegates, young professionals, graduates and other interested parties are invited to find out about the BMW Group as an employer.

As well as introductory documentation, there will be two info terminals available allowing visitors to gain an insight into job openings with the BMW Group.
Last Updated on Monday, 12 September 2005 04:31  

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