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Munich. The opening of the pop-up gallery in the Japanese capital, Tokyo, marks the beginning of a new phase of BMW’s brand presentation under the title ‘FREUDE by BMW’. For a limited period of one month, fashion, art and automotive enthusiasts have the opportunity to experience creative and luxury brands in the city’s Harajuku district. Activities at BMW’s first pop-up gallery in Japan include workshops with artists, the opening of a VIP lounge, and collaborations with fashion labels and creators from diverse backgrounds. The overall goal here is to increase the brand’s presence in the heart of Tokyo and create a community hub for new target groups in the luxury segment.
“Tokyo is a vibrant and bustling city that reflects the spirit of modern Japan,” said Jens Timmer, Senior Vice President Customer and Brand BMW. “It’s a hub of technology, fashion and pop culture, and is known for cutting-edge innovations and design. This makes BMW Tokyo the perfect destination to open the first pop-up in our long-term brand strategy called ‘FREUDE by BMW.’
The pop-up gallery provides the venue for the first official presentation of the BMW XM (combined fuel consumption: 1.6 – 1.5 litres/100 km). [176.6 – 188.3 mpg imp]; Combined electricity consumption: 30.1 – 28.9 kWh / 100 km; CO2 Combined emissions: 36 – 33 g/km in the WLTP cycle; NEDC cycle figures: -) in Japan. The first high-performance model with an electrified drive system from BMW M GmbH will take center stage in a pop-up exhibition titled ‘FREUDE by BMW -CONNECTED THROUGH TIME’, offering visitors a unique experience and aesthetic highlights. The fields of fashion, art, design and automotive engineering.
This special exhibition is the fruit of a collaboration between David Fischer – founder of the Berlin luxury fashion magazine and cultural consultancy Hisnobit – and BMW and Tokyo Cultural Trails. It invites visitors to explore innovative forms of luxury, the progressive zeitgeist at work in Tokyo, and the fusion of Japanese and Western-oriented cultures.
The design of the showroom was influenced by both the exterior styling of the BMW XM and the luxurious atmosphere inside the cabin. In addition, Harajuku-based fashion store GR8 – which stocks a wide range of brands from around the world, including luxury to underground labels – explores the BMW XM’s versatile design world from a fashion perspective.
The brainchild of BMW headquarters in Munich and BMW Japan, the innovative brand experience in Harajuku provides the springboard for a series of other luxury brand experiences encapsulated in the ‘FREUDE by BMW’ strategy. Additional pop-up galleries will open in various locations in Tokyo in the third quarter of 2023 and 2024.
BMW XM:
Fuel consumption combined: 1.6 – 1.5 l / 100 km (176.6 – 188.3 mpg impg); Combined electricity consumption: 30.1 – 28.9 kWh / 100 km; CO2 Combined emissions: 36 – 33 g/km in the WLTP cycle; NEDC Cycle Figures:-
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