Transforming Showrooms Into
Interactive Spaces for Riders
Brand: BMW
Date: Jan 2025
Overview
As a global leader in luxury automotive manufacturing, BMW has consistently led the way in innovation and forward-thinking design. In 2023, the company sought to deepen customer engagement in an increasingly digital-first world, where consumer expectations are higher than ever. To do so, BMW redefined brand interaction by creating an immersive space for the launch of the BMW CE 02, an e-motorcycle that embodies its commitment to sustainability, cutting-edge technology, and the future of mobility.
Learn moreChallenge
Connecting with Younger Audiences
in a Shifting Digital Landscape
BMW recognized the need to adapt to a rapidly evolving landscape, where consumers increasingly prioritize cross-platform experiences and interactive market activations. Younger, tech-savvy audiences had outgrown traditional showrooms and static advertising, instead seeking dynamic, immersive brand experiences that aligned with their values, particularly sustainability and innovation.
To connect with this audience, BMW aimed to create a showroom experience that combined immersive marketing solutions with experiential engagement, showcasing its leadership in luxury and sustainability. This challenge presented an opportunity to go beyond traditional methods, leveraging immersive commerce solutions to seamlessly merge the physical and digital worlds.
Solution
Creating a Virtual Space for Engaging Tomorrow's Riders
BMW partnered with leading digital experience designers and Spatial to launch an interactive brand showroom, an immersive virtual environment designed to engage visitors on multiple levels. Utilizing Spatial’s SDK powered by Unity, BMW created a stunning, cross-platform space that seamlessly blended beautiful graphics with interactive experiences. The toolkit provided BMW with the flexibility to craft a dynamic environment, where every element reflected the brand's core values of luxury, innovation, and sustainability.
Central to the experience was a fully interactive exhibit that bridged the digital and physical worlds, allowing visitors to engage in a virtual riding experience, collect items, and unlock unique rewards for their avatars while learning about BMW's cutting-edge CE 02 eMotorcycle. This phygital connection enriched the brand experience, offering visitors a deeper, more engaging connection with the brand.
By delivering a compelling omnichannel experience, BMW successfully bridged the gap between traditional showrooms and digital engagement, creating an immersive commerce journey that resonated with younger audiences. The showroom also hosted phygital events, including workshops, panel discussions, and exclusive product unveilings, positioning BMW as a thought leader in the future of mobility while fostering deeper relationships with its community.
Result
The BMW Brand Space attracted thousands of visitors and gained media praise for its innovation. By leveraging immersive commerce solutions, BMW set a new standard for luxury automotive experiences and next-gen customer engagement.
Total Minutes
k+
Average Session Time
m
Countries of Users
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Key Information
Key Features and Highlights
Introduction to the BMW CE 02
- A groundbreaking eParkourer blending features of e-motorcycles and e-scooters.
- Fully electric and designed for young, urban riders seeking innovative mobility solutions.
- Represents a new gateway into the BMW Motorrad universe.
BMW Motorrad MetaRide:
A Digital Brand Space
- A virtual reality brand space that mirrors real-world environments and facilitates phygital connections.
- Allows motorcycle enthusiasts to explore the BMW CE 02 as an avatar, offering the opportunity to ride and interact virtually.
- Serves as a platform for fans and the BMW Motorrad brand to engage and connect.
Interactive Brand Space Highlights
- Virtual test rides showcasing the agility, design, and technical features of the CE 02.
- Mini-games and activities like basketball and token collection.
- Earn exclusive rewards, such as a stylish CE 02 jacket for avatars.
- Immersive digital experiences combine entertainment and education in an evolving immersive brand ecosystem.
Future Expansion of the MetaRide Platform
- Plans to incorporate additional BMW Motorrad products into the immersive commerce solution.
- World premiere of the CE 02 was conducted simultaneously in the MetaRide and the "real" Berlin Pure&Crafted Festival, showcasing blended reality interactions.
Seamless Access
- Available through the BMW Motorrad website, social media channels, or directly via the Spatial Metaverse platform.
- Protected trademark ensures virtual BMW Motorrad products mirror their physical originals.
BMW Group Overview
- Global leader in premium automobile and motorcycle manufacturing, with operations in over 140 countries.
- Strong commitment to sustainability and resource efficiency across the entire product lifecycle.
- 2022 highlights:
- 2.4 million passenger vehicles and 202,000 motorcycles sold worldwide.
- €23.5 billion profit before tax on €142.6 billion revenue.
- Workforce of nearly 150,000 employees globally.
