BMW launch party at Park Lane
Find out how to launch a product in style with BMW and The Crystal.
BMW Park Lane celebrated the launch of models across BMW’s group including the BMW 2 Series Coupé and 4 Series Convertible alongside the highly anticipated all-new MINI Hatch. Guests were also treated to a preview of new models launching this summer; the BMW i8, M3 and M4. Located on London’s prestigious Park Lane the event was held across both the BMW and MINI showrooms with an attendance of over 500 guests.
Entering BMW you were greeted by cocktails and the upbeat sound of the jazz band, the cars were hidden under covers to build the anticipation of the reveal. Customers were given the opportunity to have a shoulder and back massage from Illuminata Spa, give it their best shot on the golf putting simulator, or race a BMW on YOYO Tech’s driving simulator. Product presentations took place throughout the evening informing guests on the progressive technology gone into the new models launched. The Crystal were also present offering guests the opportunity to play the build my city which is one of many interactive activities available in the exhibition.
The MINI showroom focused on partying like it was 1959 in 2014 with the brand new MINI hatch in all of its glory alongside a 1959 classic MINI showcasing its original beauty. Guests were spoilt with smoking cocktails, canapés, Krispy Kremes and a drink from the MINI branded luge. If this wasn’t enough Gentlemen’s Tonic provided wet shaves and hand massages, a classical MINI was converted into a photo booth capturing the moments on camera and a DJ provided the beats for the evening. The best was left until last, BOW WOW London showcased their dog clothing line by running a dog fashion show. Guests were only told that it was a fashion show with a twist so it was a pleasant surprise when the owners walked out their dog’s wearing the latest trends. The stars of the show were the much loved British Bulldogs who in the finale showcased the shark costume which is BOW WOW London’s best seller.
Guests were given the opportunity to win a whole host of prizes throughout the evening which included a Fortnum and Mason hamper, a Danesfield House Spa stay and a meal at Gaucho, to name a few. Students studying Media and Filming at Herfordshire University were in attendance taking part in a project with BMW Park Lane to film the event and create a short video that will be used in social media.