FREUDE by BMW

"FREUDE by BMW," a brand store that embodies BMW's slogan, "The Ultimate Driving Machine," in a luxurious setting, has opened at Azabudai Hills.
This store features displays of the latest vehicle models, a café blending Japanese and German culinary traditions, a retail corner where you can purchase the BMW STUDIO apparel collection (the first of its kind in Japan), and a lounge and atelier where you can experience the brand's world. It's a sophisticated space where you can immerse yourself in the diverse world of BMW. In addition, the adjoining Japanese restaurant, which operates on a reservation-only basis, offers an even more exclusive experience.
The facility's concept, "Bringing the joy of driving to life," is conveyed along with the brand's philosophy, making it a new information hub where people can envision a life lived with BMW.

Our company collaborated with BMW's concept design team to create a localized design for Japan. By using various BMW elements as concept design sources, we created a valuable space that reflects BMW's intentions while paying homage to the brand. For BMW, positioning this as an important base in Japan, it was necessary to express "Japaneseness" in addition to the brand's elements. Therefore, we adopted Japanese materials such as washi paper and foil to create a sense of harmony with the local environment and add depth to the space. Furthermore, since the space also functions as a brand presentation and event venue, we planned a sophisticated system that allows for conversion in terms of presentation.

Communication with BMW's concept design team was crucial to faithfully reproduce concept design elements derived from the iconic vehicle concept design. In particular, in creating lighting fixtures that mimic BMW's iconic kidney grille, we achieved a highly refined space by faithfully reproducing the contours. Furthermore, an object called "PORTAL," which connects spaces of different properties and concept design beautiful flowing lines and prism-like shadows created by light reflection, captures the core of the facility and surprises visitors.