caught this in the contagious newsletter
In addition to the ‘bigger = better’ trend in branded destinations (the London and Atlanta’s New World of Coke,
The Hershey or M&M Stores in Time Square - the list goes on and on), I noticed that you can barely call yourself a auto brand
these days if you don't have a gigantic glass and steel shrine with
which to dazzle the world’s motor heads. The latest of these brand
destinations is BMW Welt (BMW World). Its primary function is to elevate the
experience of collecting your new car to something altogether more
ethereal than the mere exchange of a signature for a set of keys.
Located in Munich, the building is the work of architect Wolf Prix,
who drew inspiration from the suitably lofty Acropolis in Athens.
The facilities include a public gallery, conference suite and a center where children aged 7-13 can learn about mobility. It’s also
been constructed as sustainable as possible, with a naturally
ventilated hall and solar roof panels.
The remarkable structure is open and bleeds the BMW essence of design and engineering. The architecture is
more than just a shell for the delivery of cars, but reflects the
elegance and dynamics that BMW represents. BMW Welt is one of the first
works of a new generation of dynamic communication buildings.
The more of this real world physical or environmental branding I see, the more I can’t help but
wonder: Is this the next big shift in social movement and brand
communications? Is the importance of digital activity in the real world
catching up with that in the online space?
What are your favorites??
This is it. The car the BMW faithful have been waiting for. The 4.0-liter V-8 up front barks as the tach needle zings around the dial — 6000, 7000, 8000 rpm. I grab fourth just before the 8400 rpm redline — no, that’s not a typo — and turn into the fast right-hander.
http://www.automobile.iqal.net
The limit of online engagement and experience: when it comes to certain brands, nothing says it quite like an actual physical manifestation of the message. Whether it be a die-cast metal plate for Porsche or picking your BMW at a bigger-than life warehouse, the results are the same.
Differentiation: by going physical, it elevates your brand from commodity to destination. Once folks visit the flagship store, an emotional bond is created and distributed to their friends. Tome it provide with brand enthusiast an opportunity to connect in the real world and with the senses of touch, eyesight and smell to something that they already live and breath.
All and all i think we will see more of this physical brand experiences. Look at what it did for Apple, it gave it a human face to the masses.
This is it. The car the BMW faithful have been waiting for. The 4.0-liter V-8 up front barks as the tach needle zings around the dial — 6000, 7000, 8000 rpm. I grab fourth just before the 8400 rpm redline — no, that’s not a typo — and turn into the fast right-hander.
http://www.automobile.iqal.net
But how do brands whose purchase commitment per year is, say, $7 as opposed to $70K sustain this sort of thing? At the risk of seeming obvious – Virtually?
The limit of online engagement and experience: when it comes to certain brands, nothing says it quite like an actual physical manifestation of the message. Whether it be a die-cast metal plate for Porsche or picking your BMW at a bigger-than life warehouse, the results are the same.
Differentiation: by going physical, it elevates your brand from commodity to destination. Once folks visit the flagship store, an emotional bond is created and distributed to their friends. Tome it provide with brand enthusiast an opportunity to connect in the real world and with the senses of touch, eyesight and smell to something that they already live and breath.
All and all i think we will see more of this physical brand experiences. Look at what it did for Apple, it gave it a human face to the masses.
But how do brands whose purchase commitment per year is, say, $7 as opposed to $70K sustain this sort of thing? At the risk of seeming obvious – Virtually?