"Opera for all" is a global BMW initiative. It's goal is to bring reticent art of opera to masses through a series of free open-air events. Russian BMW unit decided to participate in it as a part of BMW's long-term relations with Bolshoy Theater (the most famous Russian theater).

BMW came to Pichesky to find the new approach to the event and find solution that will amplify the experience in an out-of-the-box way.

You need to hear in order to listen to opera. That's why "Opera for all" appeared to be not actually for all. As far as Russia lacks inclusive events, we wanted to make our initiative available for people with hearing disorders.

BMW is globally known as an "art-patron" – it's a part of brands positioning. In Russia we are long-term partners of Garage Museum of Contemporary Arts and Bolshoy Theater. But even though they have a name and reputation, not so many people actually know about that due to popularity of contemporary arts and affordability of Bolshoy.

They needed a HUGE widely-noticeable event that will prove itself as "avaliable for everyone".

"Opera for all" was just the right choice and we needed to amplify the "For all" part.

• 21st june press conference | 40 journalists

24th june concert on the Teatralnaya square| launch of new BMW X4

Website page visitors: 4500 users in 2 days.

• Overall estimated reach – more than 1 mil. (Facebook + Instagram+ YouTube) | Estimated posts count: 420+ on the date of event | On-line stream viewers: 7228 (Facebook and YouTube)

• 40+ publications in tier 1 | 100+ publications in tier 2-3| overall reach 250 mio impressions

• Huge branded screens were on all day, turning one of the most anticipated Moscow cultural sites into BMW DOOH displays.

• The event took place on June 24 right during the World Cup heat, when Moscow was visited by approx. 3 million tourists. BMW took over the Teatralnaya square right in front of Bolshoy Theatre – the very city center, few hundred meters away from the Kremlin.