International media launch of BMW X2

… one of Europe’s most exciting cities. BMW opened the proceedings by inviting the group of journalists to the “Village Underground” on the evening before the test drives. The location in the centre of the Portuguese capital is a co-working space for creative businesses and doubles as an event venue. A dozen old shipping containers and out-of-service double-decker buses give the site under the “Ponte 25 de Abril” – the impressive suspension bridge across the Tejo – the look-and-feel of a surrealist installation.

In keeping with the urban image of the “X2”, BMW opened the presentation in a transparent tent construction, which was erected following a creative concept provided by the Hagen Invent agency. We underlined the charm of the village with an appropriate light concept for the outdoor area, and on the interior we used vintage lights to create a cosy atmosphere for the dinner groups of up to 40 journalists and their hosts. The loudspeakers, which were used for speeches and musical accompaniment, also blended discreetly into the background. We additionally installed the two effective yet inconspicuous projection surfaces for the press briefing.