#NEXTGen - BMW Group's Immersive Showcase tells the story of the Future of Mobility

This summer The Department was appointed as the lead creative agency, to develop and produce BMW NEXTGen. An immersive innovation and product showcase, it was designed to tell the story of the future of mobility, as the cornerstone of BMW Group’s new marketing platform. The car manufacturer’s iconic BMW World in Munich hosted an illustrious audience of international journalists, VIP influencers, partners and Government stakeholders, streamed live to a global public audience.



The title of the event #NEXTGen represents not just the next generation of cars, but the next generation of leadership and technology within the organisation. It showcased BMW Group’s innovation across the future of mobility, from autonomous vehicles to drone taxis.

The Department has been working with BMW Group’s team to define the new marketing platform’s goals and theme, a seismic shift from the conventional car show to a fully immersive experience engaging the audience in the group’s innovations through storytelling.


The event opened with a fictional piece of theatrics based on the story of a BMW design engineer, inspired by his young daughter to design a futuristic new car she will one day enjoy. A product demonstration followed, where the latest BMW cars were revealed, including one very special world premiere – The Boost Vehicle, whilst ‘content hubs’ discussed autonomy, connectivity electrification, and shared vehicle services. The day culminated in a finale, using immersive technology, 3D projection mapping, and an epic laser show to reveal BMW’s new concept electric motorcycle.

“It’s very exciting to work with BMW Group to create a more human and interactive platform for them to showcase their products and their extraordinary level of innovation, creativity and design. Through immersive technology and theatrical entertainment, we brought brand messages to life to create an unforgettable and emotional experience." HAMISH JENKINSON, EXEC CREATIVE DIRECTOR, THE DEPARTMENT