The aim was to create a store that emphasized and reinforced the BMW Lifestyle, a store that reflected the luxury and quality of the brand and as such a store that made customers aspire to be part of that lifestyle. To design a store that enhanced the value and recognition of the BMW brand, whilst adding excitement and emotion to the act of shopping.
Upon entering the store eightsixthree Ltd’s aim was to allow customers to view from the front to the back of the store easily and to clearly display merchandize at multiple levels. Therefore, furniture was created that allowed products to be displayed in a low, medium and high level format.
All display fixtures and fittings, i.e. podiums, show cases, carbon fibre hanging rails and the feature wall were custom designed by eightsixthree and are all specific to their individual requirement. Low level podiums designed to look like fashion show catwalks are used to display luggage and bicycles, inclined (M-series) display cases are based on the BMW roundel logo and allow display of small items within a glass display case.
The hanging rails are black lacquered carbon fibre which provides the strength and rigidity of steel without the weight. This material was chosen to show that seemingly expensive and futuristic materials which are being readily used by the client in Formula 1 and America’s Cup yatch racing could be brought inexpensively into the store.
The carbon fibre tubes are readily available on the market however their hairline finish stainless steel 3 way connection lugs are custom designed by eightsixthree. The whole system can be assembled and checked in the factory for alignment prior to being shipped to site, assuring quick and accurate installation.