“This is tomorrow. Now.” Following this guiding principle, the BMW Group’s exhibition at the Frankfurt International Motor Show (IAA) from 14 to 24 September showcases an unprecedented spectrum of topics, from BMW i and the latest products for the luxury segment, to BMW M, MINI and BMW Motorrad, as well as the latest developments from the world of mobility services.

The 10,500 m² booth in Hall 11 with its very dynamic architecture comprises highly emotive topic zones, generous aisles, extensive vistas and highlight spots. Details shown in the crisp photographs shot by Ken Schluchtmann around the Vision Loop, the core event area of the BMW booth, comprising 550 seats surrounded by a 150-metre circular track. All in the spirit of the mission of the BMW Group: redefining mobility and challenging the status quo.

Agency: Meiré & Meiré

More a street festival than an exhibition booth. The MINI brand’s presence at the IAA 2017 was an invitation to the visitors to immerse themselves in an urban setting with industrial-style architecture. The five MINI models (MINI three-door, MINI five-door, MINI Convertible, MINI Clubman and MINI Countryman) have been arranged in different “mood boards” all focussed on urban living. The highlights have been the smoothie kiosk with a street food festival feeling offering healthy drinks and there was also a real barbershop where male visitors could get a 30-minute styling and grooming session.

Concept: becc agency

At IAA 2017 the agency VITAMIN E (Hamburg) has proposed an artistic and lively interpretation of the theme „urbanity meets adventure“ with its new Opel stand.
As with their first appearance for Opel at the 2016 Paris Motor Show, VITAMIN E’s goal was to turn the classic motor show into a brand owned platform with a friendly, authentic and very close brand experience that gives visitors the opportunity to experience the Opel brand in a special way.
In Frankfurt on a total of 3,300 square metres, the experts realised a collage-like urban setting for spatial communication, combining modern façade elements in concrete look with classical architecture and vertical gardens. Always in the spotlight: The world premiere of the new Opel SUV „Grandland X“ embedded in X-Ville, an installation offering far more than just a platform for the new innovative compact SUV.

Concept and design by VITAMIN E