As part of the new, decentralized exhibition concept of IAA Mobility 2021, BMW and MINI showcased their latest sustainable mobility solutions at three strategic locations: the exhibition grounds, open spaces in the city center, and BMW Welt. Through product presentations, test drives, and the communication of key topics such as circular economy and urban mobility, tailored brand and driving experiences were created, ensuring a seamless customer journey for a diverse audience.
Our team took full responsibility for coordinating all service providers and subcontractors to ensure the smooth operation of the exhibition stands as well as additional event areas, such as those at BMW Welt. This included staff management, coordination and training of instructors, implementation of driving experiences, supervision of VIP areas, and staffing for evening events at the open spaces.
With several hundred contributors involved—including security, driving services, catering, 250 hosts and hostesses, and guides—we ensured efficient execution across all visitor areas. The greatest challenge was responding flexibly to constantly changing COVID safety regulations and implementing last-minute adjustments on time. We succeeded through detailed process planning across all participant touchpoints, a strong service mindset, and an engaged team spirit.
Highlights of the BMW Group at IAA Mobility 2021 can be seen in this film.
As an experienced agency, we deliver a wide range of trade show projects, such as the DSV stand concept under the theme “Connected Logistics” and provide comprehensive services.
Architecture photography: Ken Schluchtmann
