SERVICECorporate Anniversary

BMW GroupEvents


An anniversary celebration unlike anything you’ve seen before. The start of a year of festivities; celebrating 100 years of BMW with a mesmerizing, future-driven show. Not your garden-variety ceremony with lots of talking heads, but a large scale, emotionally charged and awe-inspiring celebratory spectacle. As the pioneer of future individual mobility, BMW is celebrating its history by looking ahead to THE NEXT 100 YEARS.

United by the theme THE NEXT 100 YEARS, 2,000 international guests from the industry, media, politics and science plus selected BMW dealers, suppliers and employees joined the celebrations in the Munich Olympia Hall - exactly one hundred years after the company that is now known as BMW AG was first entered into the commercial register.

The audience was involved and became part of the show by the engrossing narration of famous German storyteller Rufus Beck. An hour-long stunning show production with multifaceted media, song, dance and poetry items, brought to life by interactive performances and kinetic show elements. Culminating in the world premier of a new concept vehicle which embodies BMW’s vision for the future, the BMW VISION NEXT 100.

The audience enjoyed an hour-long performance of celebration and surprise. A performance conceptualized and directed in cooperation with well-known International media artist Andree Verleger. The show featured massive multi-screen projections on walls, stages and floors. 149 projectors created more than 4,000 square meters of projection, transporting the audience into the historical and future world of BMW.

50 BMW interns joined professional dancers and acrobats on stage in a fully integrated show performance. 27 show cars and motorbikes added to the excitement when they moved on stage in perfect harmony with the multimedia projections. As cherry on the cake, a kinetic ceiling sculpture with 880 moving spheres, supporting the stage activity from above was added to the all encapsulating and thought-provoking show. A show earning the Guinness Book of Records title of “Highest resolution projection image”.

The success of BMW Group would never have been possible without its more than 122,000 employees in 140 countries. That’s why all 122,000 of them were invited to enjoy the show in the Olympic Hall remotely via high quality live stream. Especially striking was the employee gathering in the Allianz Arena in BMW’s home town: 30,000 local employees watched the show live on large screens in the soccer temple.

A one of a kind brand event for a one of kind company, which embodies BMW’s famous brand claim “Sheer driving pleasure” in the past, the present and the future.



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