Car launches can often be cold, mechanical, detail-focused affairs, leaving guests’ heads filled with a baffling assortment of facts and figures. Yet the decision to buy a luxury automobile is driven by emotion. With the goal of stirring passion in potential owners, creating an unforgettable event with lasting emotional impact, BMW Asia partnered with us on the launch of the seventh-generation BMW 5 Series in Singapore. Over four days in March, 4,000 VIP guests took part in an immersive journey comprising theatrical, artistic, sensory, culinary and inspirational speaker experiences, culminating in an up-close-and-personal reveal of the all-new BMW 5 Series.

Guests arrived to discover Singapore’s ultra-modern MES Theatre transformed by us into the world of all-new BMW 5 Series. Enjoying unique cocktails, champagne and canapés crafted by Michelin-starred Chef Emmanuel Stroobant, pre-show, guests engaged with a sensorial fragrance experience reflecting BMW’s bespoke scent offering, and were encouraged to share socially with a custom GIF photo booth.

The bespoke, one-hour show — supported by 330 staff, and featuring the talents of 30 Cirque du Soleil cast members and 10 Olympic athletes — comprised five awe-inspiring performances complete with huge screen effects, each highlighting features of the car.

Following the show, guests took an intimate look at the vehicles at the DRIVE Experience Plaza. This engaging brand environment was augmented by cuisine from top chef Stroobant, meet and greet sessions with Pugh, and the sultry sounds of social media star and Asia’s most successful DJ, Nicole Chen.