BMW Motorrad
A showroom open on a Tuesday. Forty thousand riders in the Alps in July.
Since 1923, and 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 kept this brand's calendar since 2020. A building in Berlin that opens every week, and the dates that people ride hundreds of kilometers to reach. 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.
The rest happens outdoors.
The Pure&Crafted Festival in Berlin in 2022 and 2023, 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
One brand, one place, and the moments that do not fit inside it. A venue that has to stay interesting for fifty-two weeks, and a weekend that only happens once and has to be worth the ride.
The building opens again on Tuesday. The Alps only once a year.
“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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