BMW unveils plans for floating Olympic showroom
By John Reynolds, marketingmagazine.co.uk, Monday, 13 February 2012 09:17AM
BMW, the official automotive partner for the London 2012 Games, has unveiled plans for a state-of-the-art, floating showroom, as a central plank of its sponsorship of this year's Olympics.
BMW is providing 4,000 vehicles to transport athletes and officials during this year's Olympics.
The 800sqm two-storey venue will be positioned on columns above the Waterworks river, situated between the Olympic Stadium and the Aquatics Centre.
The British architecture firm Serie won the competition to design the structure. Its plans have been unveiled with less than 170 days to go until the Olympics.
The showroom- which is in the process of being built- will be made from steel and recycled content to showcase BMW's environmental credentials.
The showroom will be cooled by filtered river water.
The top floor of the showroom will house BMW's eco-friendly vehicles, while the ground floor will house interactive exhibits which focus on the company's sustainable initiatives.
BMW is predicting more than 8,000 visitors a day to its showroom.
BMW has come in for criticism regarding the potential environmental impact of the thousands of cars it its providing for dignitaries and official during the Olympics.
Follow John Reynolds on Twitter @johnreynolds10
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Community Manager | £26-30K, depending on experience. Dynamic New Alliances Up to 30K + Benefits, Central London
- Retention Manager Ball & Hoolahan £40,000 per annum, London (Central), London (Greater)
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- Sometimes collaboration, not innovation, can be the key to winning campaigns
- Virgin Trains spends £8 million on advertising to refocus on its brand
- WPP challenges Govt review