TRO created a unique activation for client BMW at the historic motor race meeting, the only event of its kind to be themed entirely on the post-war 1948-1966 era.
The stand was located in Earls Court Motor Show arena, where brands juxtapose their classic models with the latest in their production line.
In keeping with the Goodwood Revival theme, TRO developed a stand concept showcasing what – back in the 1950’s – BMW predicted the future (today) might look like. Featuring a retro 1950’s design, the stand fused into the ‘future’ through the use of a visual timeline. BMW staff were dressed in 1950’s costumes with a futuristic twist.
Visitors had the opportunity to see the stand’s main attraction: the BMW 507. The limited-edition model was produced by BMW from 1956 to 1959 – with only 250 ever coming off the production line. Owned by likes of Elvis Presley, the roadster that was on display is worth over £2million. Also on display was the archetypal ‘bubble car’, the BMW Isetta – acclaimed to be the very best microcar of its time.
The Future Area consisted of two experiences TRO has created – an immersive projection dome and a futuristic seating area where visitors were invited to use virtual reality headsets to view content of the Vision 2016 car. Guests could also check out the highly innovative, all-electric BMW i3 and BMW i8.
Georgina Emery, BMW Group UK events manager commented “We are thrilled to be returning to Goodwood Revival this year. The event is a wonderful celebration of period motorsport and it presents a great opportunity for us to engage with such a unique audience. TRO has designed and created a fantastic stand experience which enables us to exhibit our heritage, historic models and present-day product.”
TRO Client Services Sian Bates director said “It’s been really exciting to work with BMW on such a landmark event as Goodwood Revival. We have focused on creating a experience which is both relevant and engaging, and we are really looking forward to
seeing the production come to life.”