BMW is going back to the future for its stand at this weekend’s Goodwood Revival historic motor race meeting. As the whole theme of the Goodwood Revival event celebrates motor racing during the 20 years immediately after the end of the SWecond World War – up to 1966 – BMW’s stand features a retro 1950s prediction of what the future (today) might look like.
Visitors will have a rare opportunity to see the stand’s main attraction: the BMW 507. This limited-edition model was produced by BMW from 1956 to 1959, with only 250 ever coming off the production line. The roadster on display is worth over £2million. Also on display will be the archetypal ‘bubble car’, the BMW Isetta, acclaimed as the very best microcar of its time.
The Future Area consists of two experiences, created for BMW by event and experiential agency TRO. One is an immersive projection dome with a futuristic seating area where visitors will be invited to use Virtual Reality headsets to view BMW’s Vision 2016 car. Guests will also be able to check out the innovative all-electric BMW i3 and BMW i8 – epitomising visionary travel for our generation.
The stand will be located in Earls Court Motor Show Arena, where the finest brands in the world juxtapose their classic models with the latest in their production line. BMW staff will be dressed in 1950s costumes with a futuristic twist.
Georgina Emery, BMW Group UK Events Manager, says: “We are thrilled to be returning to Goodwood Revival this year. The event is a wonderful celebration of period motorsport and it presents a great opportunity for us to engage with such a unique audience. TRO has designed and created a fantastic stand experience which enables us to exhibit our heritage, historic models and present-day product.”
TRO Client Services Sian Bates Director adds: “It’s been really exciting to work with BMW on such a landmark event as Goodwood Revival. We have focused on creating a experience which is both relevant and engaging, and we are really looking forward to seeing the production come to life.”
TRO is a specialist experience agency with over 400 people creating award-winning brand experiences from 16 offices in 11 countries across the world in Europe, Asia and Austr