Summary
BMW Mulgrave engaged Citadel Edge to deliver the audiovisual components of a major showroom refit designed to align with BMW’s updated corporate identity and support the introduction of its growing electric vehicle range.
The project combined large-format digital displays, collaboration technology, audio systems and customer presentation capabilities to create a more engaging showroom environment for customers and staff.
The challenge
As BMW’s corporate identity evolved, the Mulgrave showroom required updating to align with current brand standards and support changing customer expectations.
The showroom needed to accommodate both traditional vehicle displays and the growing electric vehicle range, while providing a more interactive and digitally enabled customer experience.
Key challenges included:
- Integrating modern audiovisual technology into an active dealership environment.
- Supporting consistent content presentation across multiple customer-facing areas.
- Enhancing customer engagement throughout the showroom.
- Providing flexible presentation capabilities for sales staff.
- Creating a cohesive experience that aligned with BMW’s premium retail environment.
The solution
Citadel Edge delivered an integrated audiovisual solution designed to support customer engagement, vehicle presentations and showroom communications.
The solution included indoor and outdoor LED videowalls, digital display technology, background music and paging systems, together with collaboration capabilities for meeting and presentation spaces.
The audiovisual environment was designed to support dynamic content presentation throughout the dealership while enabling sales staff to demonstrate vehicle information and configuration options in a more interactive way.
Implementation
Citadel Edge supplied and integrated two LED videowalls, a Bose audio solution and a dealership-wide background music and paging system.
The project also included upgrades to two boardrooms using Logitech Microsoft Teams technology and the installation of multiple Sony displays ranging from 65-inch to 98-inch screens throughout the showroom.
Wireless presentation capabilities enabled staff to share BMW vehicle configurators and other content directly to showroom displays, supporting customer consultations and personalised vehicle demonstrations.
Installation and commissioning activities were coordinated with the broader showroom refurbishment to minimise disruption and align with the updated dealership design.
Outcome and impact
The completed showroom provides a modern customer experience aligned with BMW’s contemporary corporate identity and retail standards.
Large-format displays and videowalls support the presentation of vehicle information, promotional content and digital experiences throughout the dealership, helping create a more engaging environment for customers.
The integrated presentation capabilities allow sales staff to demonstrate vehicle features, options and configurations more effectively, supporting personalised customer interactions.
The combination of digital displays, audio systems and collaboration technologies provides a connected showroom environment that supports both customer engagement and day-to-day dealership operations.
