FREUDE by BMW

"FREUDE by BMW", a brand store that embodies BMW's slogan "The Joy of Driving" in a luxurious space, has opened in Azabudai Hills.
The store is a sophisticated space where customers can immerse themselves in the diverse world of BMW, with displays of the latest vehicle models, a cafe that combines Japanese and German food cultures, a retail corner where customers can purchase the BMW STUDIO apparel collection, which is being introduced to Japan for the first time, and a lounge and atelier where customers can experience the brand's worldview. In addition, the adjacent Japanese restaurant, which requires reservations, offers an even more exclusive experience.
The facility's concept, "The joy of driving through life," is conveyed along with the brand's philosophy, making it a new information hub where visitors can imagine a life spent with BMW.

We worked with BMW's concept design team to create a local design for Japan. By using various BMW elements as concept design sources, we were able to create a valuable space that was respectful of the brand and had BMW's intentions. For BMW, positioning the facility as an important base in Japan meant that it was necessary to express "Japaneseness" in addition to the brand elements. To that end, we used materials that are uniquely Japanese, such as washi paper and gold leaf, to give the space an affinity with the local climate and depth. In addition, as the facility also functions as a venue for brand presentations and events, we planned to build a high-level system that would allow for changes in terms of presentation.

Communication with BMW's concept design team was important in order to faithfully reproduce concept design elements derived from the iconic car concept design. In particular, in the production of the lighting fixtures that imitate BMW's iconic kidney grille, we were able to create a highly complete space by faithfully reproducing the contours. In addition, an object called "PORTAL" connects different spaces and is concept design with beautiful flowing lines and prism shadows created by the reflection of light, capturing the core of the facility and surprising visitors.