Background:
The BMW dealership in Mulgrave, previously an IKEA showroom, underwent a significant transformation in 2024, repurposing the space to meet BMW’s high standards for a luxury automotive showroom.
As BMW’s corporate identity evolved, there was a need to update the showroom again. The primary goal of this refit was to align with BMW’s latest corporate branding and effectively showcase their growing range of electric vehicles, which required in-showroom charging facilities and enhanced digital experiences for customers.
BMW Mulgrave partnered with Citadel Edge to transform its showroom into a cutting-edge space that aligned with BMW’s latest corporate identity and showcased the electric vehicle range.
The project involved installing 2 LED Point videowalls (indoor and outdoor), a Bose audio system for immersive sound, and a BGM/paging system throughout the dealership.
We upgraded 2 boardrooms with Logi Teams systems and added multiple Sony displays (65″ to 98″) to deliver dynamic content across the showroom.
These displays allowed sales staff to wirelessly present BMW configurators via AirPlay, offering personalised vehicle customisation experiences.
Collaboration with Podion ensured the showroom’s joinery and furniture complemented the luxurious aesthetic, while the overall AV integration facilitated a more interactive and engaging customer experience, setting a new standard for automotive retail.
The refit successfully addressed BMW’s challenges, resulting in a showroom that not only meets the brand’s current corporate identity but also delivers a futuristic customer experience.
The new AV systems allowed for dynamic content presentation, with the videowalls and digital displays serving as focal points that drew attention and facilitated better customer interactions.
Additionally, the integration of background music and paging systems enhanced the ambiance across the entire dealership, creating a more engaging atmosphere for customers and employees alike.
