A few days ago, amidst the vibrant neon backdrop of Tokyo’s inner city lights, a captivating blue glow beckoned guests into the Omotesando district for the debut of BMW’s pop-up exhibition “FREUDE by BMW – THE GARDEN”. This immersive installation celebrates the launch of BMW’s highly anticipated luxury electric sedan, the i5. To kick things off in style, Highsnobiety teamed up with the German car connoisseurs to create a mini zen oasis inspired by the art of relaxation and recreation.
This is the second instalment of “FREUDE by BMW”, a series of brand experiences grounded in the German word for ‘Joy’, the Tokyo pop-up space blends elements from Japan and the Bavarian region of Germany, the brand’s birthplace, to bring the essence of the brand’s vision to life for car enthusiasts and culture seekers alike.
The concept of the garden sanctuary embodies the identity of the new BMW i5. Engineered to the highest German standards, the car promises the ultimate luxury driving experience whilst paving the way for a sustainable future.
The outside space is decked with greenery, picnic tables and fairy lights, giving the look and feel of an authentic German Beer garden, and you can’t miss BMW’s signature blue color in all of the decor. Inside the pop-up shop, guests can check out a curated selection of Highsnobiety x BMW merch (involving t-shirts with pretzels!).
As if that isn’t enough, there’s a cafe and private cinema on site with screenings of BMW’s short film “THE CALM”. I could quite happily settle down at this pop-up and never leave, you?
Find all the info about the exhibition here.
