BMW Design Exhibition at a Car Park in London

BMW Design Exhibition at a Car Park in London
BMW has teamed up with motoring style magazine Intersection to target a new audience for its 1 Series range.

In a deal negotiated by media agency Vizeum, the magazine and BMW will co-host a design exhibition at a car park in London and a disused factory in Birmingham this month.

CARPARC1 will feature contributions from fashion, photography, jewellery, architecture, furniture design and digital advances.

The strategy was designed to use an idea outside normal media platforms used by car manufacturers and appeal to a different demographic.

Andrew Mortimer, connections director at Vizeum, said: "We wanted to do something different and ambitious to appeal to this new audience.

"This allows us to create an experience which interprets BMW in a way that would outperform a straightforward brand presentation."

Paul Andrews, marketing communications manager of BMW, added: "BMW has not traditionally targeted this audience, so we knew we had to work hard to stand out.

"I believe the proposal put forward by Vizeum and Intersection magazine will be effective in helping us achieve this prominence and will be an exciting kick-start to our 1 Series launch campaign."