For the first time in BMW’s history, the CI and CD of the brand was aligned to the exclusive market launch concept, opening up the brand’s visual imagery for the new shades of Gold and Black. The designers, the brand and DAMEGO as the creative agency had the brief of expressing the subline “Along our road to perfection, we reach new levels of excellence around every corner”.

From Save the Date notification to the invitation, we designed a cohesive concept with full consideration of the client’s CI guidelines.

We reflected the stellar standards of the BMW 7 Series by using a variety of high-quality processing and finishing techniques, including hot foil stamping and blind tooling. The invitation enabled guests to explore and experience the history of the vehicle. Personalized laser engraving added the finishing touch.

To officially sign up for the event, guests were asked to visit a customized BMW 7 Series landing page featuring all the design elements from the campaign. The page enabled visitors to experience key features including gesture control, laser lighting and innovative car key in a multimedia environment, awakening their curiosity and anticipation over the coming gala evening.

From Save the Date notification to the final reveal, we designed an integrated communication concept for 400 VIP customers which transported guests into the world of the new BMW 7 Series and expressed its goal of becoming the “technology of tomorrow”. The event led visitors along a timeline, down a Boulevard of Innovation displaying all predecessor models, and through the exclusive Excellence Partner Lounge to the Gala Arena, where the vehicle was finally revealed to the strains of the Bavarian State Orchestra.