Turning a product launch into 71 brand experiences
On the occasion of the launch of the new BMW X1, all dealerships in Belgium and Luxembourg were required to organize a launch event. But BMW Belux wanted to go beyond a simple “car unveiling.” The goal: turn each event into a true brand experience — inspiring, elegant, and distinctive. In this context, Arpeggio was tasked with designing an original concept that could be deployed locally on a large scale.
We created Sweet Dreams, a narrative and visual concept that invites attendees to dream bigger — perfectly in harmony with the ambitious lines of the new model. The storytelling emphasizes escape, elegance, and projection into a new lifestyle with BMW. This concept served as the throughline for the entire campaign: visuals, copy, ambiance and activity recommendations — everything was designed to deliver an immersive and coherent experience at every dealership.
To ensure smooth adaptation in each dealership, Arpeggio developed a complete event kit: graphic guidelines, image library, scenographic recommendations (catering, reception, dress code, speakers, animations), invitation copy, and local customization elements. This turnkey system transformed a national launch into 71 unique and aligned events, while giving each location the freedom to personalize the experience.
Thanks to this concept, the BMW X1 launch was more than just a model presentation. Each dealership was able to strengthen its local image, build rapport with its customers, and inject fresh energy into the network’s event approach. A concrete demonstration of Arpeggio’s ability to turn a national brief into a high-value, multi-site activation.
