A synergy of history and future. 100 years of mobility history leading to a mobility vision for the coming 100 years. By designing 12 multimedia vignettes with song, dance and poetry support, the story of BMW throughout the years was told. Highlighting breakthrough innovations and industry changing developments.

A story told by German master storyteller Rufus Beck. A seamless narration, covering 200 years of BMW history and future. Supported by BMW employees where relevant and ultimately, culminating in the launch of a new concept vehicle, embodying BMW’s vision for the future.

Lead by narrator Rufus Beck the audience was involved and became part of a holistic, emotional production with projections, music, song, poetry, interactive and kinetic performances. A spectacular kick-off for into the anniversary year at BMW. And an amazing proof positive of their visionary positioning.

With 2,000 guests mesmerized in a multi-sensory spectacle, BMW’s story was told in 12 individual chapters, all highlighting BMW milestones and narrated by Germany’s star-storyteller Rufus Beck.

A story involving massive multiscreen projections on walls, celling and floors fed through 149 projectors and 27 watchout servers (the biggest ever projection surface, resulting in an entry in the Guinness Book of World Records for BMW!). A story brought to life by dancers, vertical acrobats and 50 BMW interns. A story in motion with 27 cars and motorbikes moving on stage, all cumulating in the world premier of the spectacular BMW Vision 100 concept car.

Furthermore, a kinetic ceiling sculpture with 880 moving spheres, supported the stage activity from above. A stage measuring 85m x 40m with 2300m2 projection surfaces. A surface used for 37 minutes of high definition (50 fps) content, measuring a staggering 105,400 terabyte of files.

The show cemented BMW’s vision for the future in the minds of the public, the press and the employees around the world. Next to being a joyful celebration with a world-class show fitting BMW’s brand, the event also resulted in a global workforce that looks with confidence in the company’s future. But more than “just” a world-class show that mesmerized and immersed participants – be they on site or at one of the live-broadcast stations – with the show BMW also delivered proof that their brand core was more than just words, and their positioning as a visionary and future-oriented company not just pervaded each element of the event concept but also became measurably tangible and concrete. For all those on site or who experienced the live-broadcast at BMW plants all over the world as well as for the 13 million users who were reached by BMWs social media channels. BMW was delighted and thanked all those involved in creating “the next 100 years” profusely for “the outstanding commitment … and for walking the extra mile together with us and for the project” and called it an “outstanding success”. The cementation of the positioning and the authentic positive proof of the visionary character of BMW were thus successfully brought about in this once-in-a-lifetime event.

With “The Next 100 Years” BMW Group celebrated their 100 year-anniversary of entry into the commercial register with more than 2,000 international guests in Munich’s Olympic hall on the 7th of March 2016.

The event was to emphasize BMW’s visionary shift from a company delivering the ultimate driving machine (BMW’s brand positioning over the last decades) to a company focusing on the ultimate driver and its driving lifestyle.

With the event, BMW also wanted to deliver proof that their brand core was more than just words, and their positioning as a visionary and future-oriented company.

With 2,000 guests from industry, media, politics and art mesmerized in a multi-sensory spectacle, BMW’s story was told in 12 individual chapters, highlighting BMW milestones and narrated by Germany’s star-storyteller Rufus Beck.

A magical, enchanting story brought to life by dancers, vertical acrobats and 50 BMW interns. A story in motion with 27 cars and motorbikes moving in a specific choreography on stage. Which cumulated in the world premiere of the BMW Vision 100 concept car – a car that similarly astonished and amazed the automobile world, cementing BMW’s position as forward-looking pioneers.

The whole show was broadcasted live around the world to enable another hundred thousand BMW employees and partners to enjoy the show all around the globe. The 50,000 German employees were all invited participate in this show in the Allianz Arena to let them share and experience the vision of BMW close-up and live in a live broadcast.

In 2016, BMW Group celebrated its 100th anniversary - exactly one hundred years after the company that is now known as BMW AG was first entered into the commercial register. This being BMW, they did things differently; they celebrated their rich and eventful history by looking 100 years into the future. Sharing their automotive vision and their approach to the next mobile lifestyle with all their employees and thousands of guests.

All four BMW Group brands (BMW, MINI, Rolls Royce, BMW Motorrad) were to play an inherent part.

Next to the Group brands, BMW also wanted their workforce actively involved in the proceedings, as they would not have been able to achieve what they are today (and will be in the future) without their employees. The connection and synergy of people and technology was to be the essence of the story line.