BMW Motorrad Welt: Birthday Jubilee.

Celebrating one year of immersive brand storytelling at BMW Motorrad Welt in Berlin.

Information |

BMW AG | 2024
Berlin, Germany.

Brand identity & curation

Introduction

How do you commemorate a year of dynamic engagement in a space that redefines brand experience? BMW Motorrad Welt in Berlin marked its first anniversary on September 28, 2024, with a vibrant celebration that encapsulated the spirit of ‘Make Life a Ride’. The Storytelling Company, serving as the key operator and program curator, orchestrated an event that blended adrenaline, innovation, and community.

Challenges

The objective was to create an event that honored the past year’s achievements while invigorating the brand’s community. The celebration needed to appeal to a diverse audience, from motorcycle enthusiasts to families, and seamlessly integrate various activities within the existing space.

Solution

The Storytelling Company curated a multifaceted event featuring:

A thrilling stunt show by Dirk Manderbach.
A wheelie trainer allowing visitors to test their skills.
An engaging quiz for motorcycle aficionados.
An exclusive exhibition of the BMW R 20 Concept motorcycle.
A Kids parcour for younger guests.

These elements were woven into the fabric of BMW Motorrad Welt, a 1,000-square-meter space adjacent to the historic BMW Motorradwerk in Berlin-Spandau.

The venue, housed in a listed brick building, offers interactive workshops, live broadcasts, concerts, factory tours, and a Motorcycle Cinema, catering to a broad audience beyond traditional motorcycle fans.

Results

The anniversary event attracted approximately 4,000 visitors, transforming the venue into a lively hub of activity. The diverse programming not only celebrated the brand’s heritage but also reinforced its commitment to community engagement and experiential storytelling.

BMW Motorrad Welt and its immersive experience continues to serve as a landmark destination in Berlin.