BMW X7 Global Launch Event

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A S C E N D - B M W X7 G L O B A L L A U N CH E V E N T

E X P E R I E N C E F O R B M W

In Q1 2019, BMW launched the first-ever X7 – an ultra-luxurious SUV reserved for society's elite. MADE was tasked with putting together a private launch event for their wealthiest clients that would reflect the vehicle's lofty status and price tag.

This was no ordinary activation. The occasion called for all the glitz and glamour of a red carpet event, but we went another step further. We challenged a group of guests – already at the top of the world – to take one more step up and ASCEND with The X7.

A flagship vehicle as luxurious as The X7 deserves and equally breathtaking setting for its grand unveiling. We hosted the launch at the Zeitz MOCAA for an epic spectacle. Fine art inspired a treatment for an event drenched with opulence. The theme of ASCEND was present in every touchpoint, from the accommodation to the arrival, the menu to the entertainment and everything in between.

Upon arrival, guests perused Africa's finest modern art as they sipped on champagne off the top shelf. They were then led to the BMW Auditorium in the heart of the museum and treated to a dazzling display of lights and sound as a full orchestra performed throughout the atrium – led by one of South Africa's most revered classical vocalists. An epic crescendo synchronised with the curtain fall, and the all new BMW X7 was unveiled to the world for the first time.

The marketing creative was pulled into every touchpoint of the experience in the line with the ASCEND art direction. We developed gold line work motifs that created undulating pathways representing upward movement, paying tribute to the lighting detail in the X7’s panoramic sky lounge roof.

These were splashed across everything from guest’s luggage tags to the serviettes accompanying the canapés. As a final thank you, we collaborated with master glassblower David Reade to create a one-of-a-kind glass ornament for each guest, chosen by the attendees themselves on departure.