In occasion of the National Presentation of the New MBMW X2, a “rebellious soul” press conference able to communicate boldly united with three days of test drives. Live performances, lighting effects, 360° video projections welcomed guests in an immersive environment, transporting them in a metaphysical and timeless atmosphere.
Inside the Areapergolesi space, journalists were able to attend a completely new and unconventional format capable of combining the classic reveal with a live experience consistent with the revolutionary concept of the car to open a new perspective of design and driving in a totally modality unconventional.
In addition, journalists were able to drive the new BMW X2 thanks to two unconventional test drives both in the urban area and with an out-of-town route designed specifically to exhalt the car’s features.
The technological component has allowed us to deepen the datasheet and the technical characteristics of the vehicle through Augmented Reality, mark recognition and a specially designed APP for all BMW presentations.