BMW Motorrad
A child and an engineer stop in front of the same vintage bike for the same held second.
BMW Motorrad has been building motorcycles since 1923. A hundred years of machines where the lines on the tank are still painted by hand. A child stands in front of a vintage R90S exactly the way an engineer does. Completely still, just for a moment. Different reasons. Same pause.
TSC has been BMW Motorrad’s partner since 2020, across a festival, a touring event and a permanent venue. The brief, throughout: make it worth showing up for.
What we built
At the BMW Group Plant Berlin in Spandau, TSC has run the BMW Motorrad Welt as general contractor since it opened in 2023: showroom, bistro, shop, bookings, and 60 to 80 events a year, from cinema to a children’s summer program to a season opening with thousands at the door.
TSC has also produced BMW Motorrad’s biggest gatherings. The Pure&Crafted Festival in Berlin in 2022/23, where music and motorcycles share a weekend. The BMW Motorrad Days in Berlin in 2022 and 2023, the 2023 edition built around the brand’s 100th anniversary. And the Hoamcoming, the return to Garmisch-Partenkirchen, in 2024 and again in 2025, where nearly 40,000 enthusiasts gather over three days against the Alps.
The challenge
Carry a hundred-year-old brand across very different formats, a festival, a touring event, a permanent venue and a homecoming, and make every one of them feel worth for fans.
“A brand this old does not need us to explain it. It needs places where fans can feel it, from a season opening to a homecoming against the Alps.”
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Credits
THE STORYTELLING COMPANY
Concept & Design
Creative Direction, Stage Design by flora&faunavisions (now The Storytelling Company)
Engineering & Project Management
Event Production
Care & Support
Venue Operation
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