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