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November 7, 2008

BMW is first non-retail brand to go live at new London shopping complex

The opening of the new Westfield London shopping centre recently included a brand experience by German car giant BMW to promote its new 7-series model, due to be launched on 15 November.

The German car giant is the first luxury brand, other than the traditional retail outlets, to use the new precinct as a live marketing environment.

First, a fleet of BMW’s new cars chauffeured VIPs to the event, then visitors to the centre were also given a preview of one of the new cars, which is being displayed on a plinth in a glass case within sight of The Village – Westfield’s luxury boutique area.

The location offers a prime showcase for the car to shoppers visiting Prada, Versace, Gucci and Louis Vuitton, among 40 high-end fashion brands. The installation will be in place until the end of November.

To further excite interest in the new car, seven giant number sevens have been suspended from Westfield’s roof.

Numbers up: The BMW 7-series installation at Westfield London

“Westfield London represents a superb environment for the installation,” said BMW events manager Amanda Jones. “Not only is the car surrounded by premium brand partners, but Westfield offers a range of enhanced visitor services that BMW customers are likely to appreciate.”

The idea to align the new car with Westfield London came from experiential agency TRO, whose collaboration with BMW has historically included the design and build of hospitality units and feature areas at Wentworth’s BMW PGA Championship.

“We looked at siting the 7-series at Westfield after seeing plans of the centre and its proposals for the opening ceremony,” said TRO account manager Emma O’Leary. “The brand alignment, the media interest and The Village’s customer profile seemed to offer the perfect opportunity. Our hunch paid off, and in the first two days of the centre’s opening alone we received 30 strong leads from customer prospects.”

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