BMW Canada is offering clients a chance to preview the new 7 Series at an exclusive launch event being held in a pavilion at Showline Studios this week. The German automobile manufacturer began conducting a series of appointment-only preview sessions for clients on Saturday. Five sessions, for small groups of guests, are being offered daily in a custom setting—designed by Eventure Solutions—until Sunday.
“We’re allowing these customers the opportunity to see the car and to be introduced to the brand. We know their time is valuable. We know they have high expectations and we know they like to be tailored to,” said Stephen Lester, event marketing manager for BMW Canada. “This is our flagship vehicle ... the 7 Series offers us the opportunity to blend the brand message with the product message in a very exclusive environment.”
When guests arrived at the film studios, they were shown into the pavilion where servers offered light refreshments. The structure—the exterior of which was illuminated in electric blue—was used at a launch in Montreal last month and will be used for a third series of events in Vancouver later this month. It features all-white decor with dark wood accents and artwork by Canadian painter Dimitri Papatheodorou. Three Philippe Starck-inspired light fixtures hang above a long white bar with a built-in fireplace. “At BMW we have a very specific style and architecture,” Lester said, noting the use of white, the understated decor, and the clean lines are important design elements.
Prior to the unveiling, organizers dimmed the lights and broadcast images of the new model onto a pair of doors that opened to reveal a luxury sedan. A BMW spokesperson discussed the features of the vehicle, and attendees had the chance to sit inside the car. “The focus for us is on building this unique brand experience for 7 Series customers,” Lester said of the decision to hold a series of intimate preview sessions rather than a large event. “It allows customers to see the product as part of their lifestyle."
BMW used the company's customer database and retailers to invite guests. The car maker also utilized a partnership with The Globe & Mail, which offers limited access to events through the Globe Recognition Program, to market the event. “The 7 Series clientele is different. It’s a very challenging group to reach. They are very time conscious,” said corporate communications director Jochen Frey, who noted that t preview is the “most efficient way to showcase the vehicle.”
Guests received a gift bag with a limited-edition drawing of the new 7 Series signed by Karim Habib, the Montreal native who designed the car. BMW will also exhibit at the Canadian International AutoShow, February 13 through 22 at the Metro Toronto Convention Centre and the Rogers Centre.
