BMW Boosts Brand Presentation With A New Pop-Up Gallery ‘FREUDE by BMW’ in Tokyo

BMW, a German multinational manufacturer of luxury vehicles, has enhanced its brand presentation with a pop-up gallery “FREUDE by BMW” in Tokyo, Japan’s busy capital city. People have the chance to partake in an innovative, luxury brand experience in Tokyo’s Harajuku district.

Automobile enthusiasts can take advantage of workshops, VIP lounge, partnerships with fashion labels and creatives from a variety of backgrounds. Through this pop-up gallery, BMW wants to boost the brand’s presence in the heart of Tokyo. The automobile manufacturer strives to create a community hub for new target groups in the luxury segment.

Jens Thiemer, senior vice president customer & brand BMW, believes Tokyo is a vibrant and bustling city that showcases the spirit of modern Japan. “It is a hub for technology, fashion and pop culture, and is known for its cutting-edge innovations and design. This makes Tokyo the perfect destination for BMW to open the first pop-up within our long-term brand strategy labeled “FREUDE by BMW”, creating luxury habitats and unique experiences for the BMW brand and all automotive enthusiasts.”

The new gallery provides the venue for the first public presentation of the BMW XM in Japan. This is the first high-performance model from BMW GmbH with an electrified drive system takes centre stage in a pop-up exhibition entitled “FREUDE by BMW – CONNECTED THROUGH TIME” that offers visitors a one-of-a-kind experience with aesthetic highlights from the fields of fashion, art, design and automotive engineering.

The pop-up gallery’s design was influenced by the extrovert exterior styling of the BMW XM and the progressive luxury ambience inside its cabin. It elaborates the multifaceted design world of the BMW XM from a fashion perspective.