BMW Hong Kong unveils new retail concept, Luxury Class

BMW Hong Kong has launched a new retail showroom concept called Luxury Class.

Located in the heart of Hong Kong, the BMW Luxury Class showroom, designed to showcase its top-end models, represents “a merging of driving pleasure and high quality lifestyle” to create a striking brand experience for all BMW owners, the company says. It follows the launch of The X7 and the comeback of the 8 Coupe in June. 

Located in the business hub of Wanchai on Gloucester Road, BMW’s flagship showroom has been serving customers since 2007. BMW’s team of architectural engineers, creative director and local team spent more than a year planning the new facility.

Where most motor vehicle showrooms focus on the cars, the BMW Luxury Class retail space instead aims to highlight the technological elements of the brand and promote a contemporary luxury lifestyle.

In what the brand describes as “a one-of-a-kind customer-oriented interior” the space integrates multimedia interactive retail elements with technology and opulent styling.

Customers entering the space first see BMW’s entire Luxury Class range, the 7, the 8 Convertible, the 8 Coupe, the X7 and the futuristic i8.

One of the showroom’s crowning motifs is the textural feature wall with its embossed triangular graphics and the unique terrazzo flooring. This is the same intertwined flooring used at BMW’s headquarters, which was designed by Milan-based Spanish architect and designer Patricia Urquiola. The flooring is matched and highlighted by LED lighting inspired by the 7 and BMW M-series.

Adding an artistic vibe to contemporary furniture, the statement art piece “Form of Transcendence” by American multi-art performer Kate March, which was created at the X7 “Own The Moment” launch party, complements the avant-garde decor.

The showroom takes on an interactive approach to serving its car owners by substantially applying technology throughout the entire space. Comprehensive product introductions, videos and information are at their fingertips via interactive touchscreens.

The interactive customisation panel enables customers to create their own dream car right at their fingertips via touchscreens, whatever the combination of the body paint, interior colour, upholstery, wheel and rim may be. 

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