BMW XM Launch
〰️
BMW XM Launch 〰️
Client
BMW China
Project
BMW XM Launch
City/Year
Beijing, 2023
The Ask
BMW needed to create a limited-time pop-up to debut the XM and celebrate the 50th anniversary of BMW M. As the first standalone M model since the M1—and the first electrified M—the XM needed an event that brought people together. The challenge was to build a space that matched the car's bold look and hybrid power, giving people a reason to talk about it off the road. We needed to design an experience with plenty of natural photo opportunities to encourage social sharing, spark content creation, and reach a younger, trend-focused audience.
The Result
We ran a 7-day takeover of a multi-level space in Beijing’s Sanlitun district, mixing BMW's racing history with its new SUV. The outside was designed to look like the XM's exhaust pipe, creating an instant photo spot. Inside, different floors showcased the XM Label Red, BMW M history, a collaboration with renowned sculptor Ren Zhe, and a custom noodle bar. Throughout the week, the event brought in 276 VIP guests and 2,506 public walk-ins. By offering a dynamic, multisensory experience alongside premium hospitality, the pop-up successfully turned online interest into real-world sales opportunities.
Agency: Auditoire
750K
ORGANIC
SHARES AND CLICKS ON XIAOHONGSHU
550
HIGH-QUALITY SALES LEADS DIRECTLY FROM ATTENDEES
100%
SATISFACTION AND FUTURE ATTENDANCE INTENT
