Within a stone’s throw of China Art Palace, the BMW Brand Experience Centre officially opened its door in 2017, aiming to bring a new experience space to present the success of the brand in terms of aesthetics, creativity, and sustainability. GP was commissioned to market the venue in 2018.

To differentiate the centre from dealers, GP tailored a series of unique events employing cultural elements and cross-border brands to break the boundaries and limitation.

How to expand the possibility of operating a self-branded experience centre? How to positively communicate the message of the brand in a non-sales scenario?  What brand could BMW collaborate to create mutual benefits?GP opened up its own resources and brought matching partners together based on accurate brand analysis.