BMW Creates A Community Hub For New Target Groups In The Luxury Segment

BMW Creates New, Creative Luxury Brand Experience in Tokyo.


BMW, the German multinational manufacturer of luxury vehicles and motorcycles headquartered in Munich, Bavaria.creates new, luxury brand experience in the Harajuku district of the Japanese metropolis. Creative collaborations with artists and fashion labels in a vibrant setting. Story begins with a special exhibition directed by Highsnobiety founder David Fischer and the presentation of the first-ever BMW XM Munich.

The opening of a pop-up gallery in the Japanese capital Tokyo sees BMW embark on a new brand presentation phase headlined ‘FREUDE by BMW’. For a limited period of one month, fashion, art and automotive enthusiasts alike have the opportunity to partake in an innovative, luxury brand experience in the city’s Harajuku district.

The activities on offer at BMW’s inaugural pop-up gallery in Japan include workshops with artists, the opening of a VIP lounge, and collaborations with fashion labels and creatives from a variety of backgrounds. The overarching goal here is to boost the brand’s presence in the heart of Tokyo and create a community hub for new target groups in the luxury segment.

“Tokyo is a vibrant and bustling city that showcases the spirit of modern Japan,” says Jens Thiemer, Senior Vice President Customer & Brand BMW. “It is a hub for technology, fashion, and pop culture, and is known for its cutting-edge innovations and design. This makes Tokyo the perfect destination for BMW to open the first pop-up within our long-term brand strategy labelled I FREUDE by BMW’, creating luxury habitats and unique experiences for the BMW brand and all automotive enthusiasts.”

@My Mode Digital Art “Quantum Garden” by multimedia artist Cao Fei. @BMW Group

The pop-up gallery also provides the venue for the first public presentation of the BMW XM (fuel consumption combined: 1.6 – 1.5 litres/1 00 km [176.6 188.3 mpg imp]; electric power consumption combined: 30.1 28.9 kWh/ 1 00 km; C02 emissions combined: 36 – 33 g/km in the WLTP cycle; figures for the NEDC cycle: – ) in Japan. The first high-performance model from BMW M GmbH with an electrified drive system takes centre stage in a pop-up exhibition entitled ‘FREUDE by BMW – CONNECTED THROUGH TIME’ that offers visitors a one-of-a-kind experience with aesthetic highlights from the fields of fashion, art, design and automotive engineering.

This special exhibition was created under the direction of David Fischer – founder of Berlin luxury fashion magazine and culture consulting firm Highsnobiety — and Company Bayerische Motoren Werke Telephone is the fruit of a collaboration between BMW and Tokyo’s cultural trailblazers. It invites visitors to explore innovative forms of luxury, the progressive zeitgeist at work in Tokyo and an intriguing fusion of Japanese and Western-oriented cultures.

@My Mode Digital Art “Quantum Garden” by multimedia artist Cao Fei. @BMW Group

The exhibition space’s design was influenced by both the extrovert exterior styling of the BMW XM and the progressive luxury ambience inside its cabin. Plus, Harajuku-based fashion store GR8 – which stocks numerous up-and-coming brands from around the world, ranging from luxury to underground labels examines the multifaceted design world of the BMW XM from a fashion perspective.

The brainchild of BMW headquarters in Munich and BMW Japan, the innovative brand experience in Harajuku provides the springboard for a series of other luxury brand experiences packaged within the ‘FREUDE by BMW’ strategy. More pop-up galleries will be opened at various locations in Tokyo in the third quarter of 2023 and in 2024, announced the automotive brand.

My Mode Digital Art “Quantum Garden” by multimedia artist Cao Fei; @BMW Group

BMW is partner of Art Basel in Hong Kong 2023. Cao Fei’s Digital Art Mode presented as part of Asia’s most renowned Art Fair.

From March 23-25, 2023, Art Basel in Hong Kong will take place at the Convention & Exhibition Centre (HKCEC), in the heart of the city. The show features premier galleries from Asia and beyond. It provides an in-depth overview of Asia-Pacific’s astonishing diversity, as well as global artistic perspectives through Modern and contemporary works. As official partner of the show, BMW will again provide the VIP shuttle service as well as present its #DigitalArtMode and the new BMW i7.

BMW i7’s #DigitalArtMode which combines automobile with art will be showcased at Art Basel in Hong Kong for the first time. With the Digital Art Mode, BMW Group’s Cultural Engagement, already existing for over 50 years now, reaches new heights. It is the result of an intense collaboration with the internationally renowned Chinese multimedia artist Cao Fei who also designed the 18th BMW Art Car, the first of its kind to be entirely digital. The Digital Art Mode focuses on the holistic user experience: unique moments enhance BMW’s driving experience by creating a synergy of the vehicle’s functions and its interior design. Depending on the driving situation and the overall mood, a user experience featuring both a functional and an emotional level can be created at the touch of a button or via voice control. To that end, drive control and steering control, mood lighting and sound as well as the color scheme and graphics of the BMW Curved Display are precisely synchronized.

@BMW Group

@My Mode Digital Art “Quantum Garden” by multimedia artist Cao Fei. @BMW Group

@My Mode Digital Art “Quantum Garden” by multimedia artist Cao Fei. @BMW Group