The launch of BMW’s 7 Series in Japan was an event that carried the weight of expectation surrounding the latest ultimate driving machine.

BMW wants to find an effectiveness for BMW Japan's new way of generating high-quality leads, and increasing sales, all while raising awareness around the BMW 7 Series.

We develop and produce a fun, engaging, and theater interactive stage lounge experiential to launch the latest model of the 7 series, which is BMW's flagship store called the "Lounge 7" is a showroom where you can participate and experience the new concept of "contemporary luxury" born from the further pursuit of the joy of running through. It is also a place where people concerned can see a new world view with presentations that overturn conventional wisdom, such as gastronomy by a famous French chef, an unveil show, and a short concert by a Steinway artist A special showroom that reminds us of the lifestyle of the owner of the new 7 Series, with an exhibition of seven masterpieces that looks like a museum.

BMW Japan was able to present their 7 Series as a masterpiece, luxury and unconventional—last but not least— luxury lifestyle in the Japanese way. Lounge 7 showroom that reminds us of the lifestyle of the owner of the new 7 Series, where people participate and experience the new concept and the lifestyle. Sales increased by (30%) and we were able to generate high-quality leads at (60%).

What we did: Strategy & Positioning, Tone of Voice, Interactive & digital design, Art Direction, Environmental Design, Experiential Events, 360 Campaign Social Media