The BMW family turned to MADE to reveal the BMW X7 for the first time ever, to an audience of society’s most elite. The event called for all the glitz and glamour that you would expect from an activation of its kind, but the creative brief asked us to go a step further. The unveiling of the new BMW X7 had to knock our audience off their feet.
A flagship vehicle as iconic as the X7 deserves and equally breathtaking setting for its grand unveiling. We looked to the Zeitz Museum of Contemporary Art Africa to host the evening spectacle. Guests were treated to an evening of modern art and opulence before being ushered into the BMW Auditorium in the heart of the museum, where a dazzling light show sparkled above a full performing orchestra. A musical crescendo synchronized with the curtain fall, and the all new BMW X7 was unveiled to the world for the first time.
The marketing creative was pulled into the experience on the night with every touch point customised in the art direction of the ASCEND branding. Our gold foil motif was splashed across everything from guest’s luggage tags to the serviettes accompanying canapés. As a final thank you, we collaborated with master glassblower David Reade to create a one of a kind glass ornament for each guest, chosen by the attendees themselves on departure.