Brand Activation

BMW Melbourne


Brand Activation


February 2017

About the activation

For the second year in a row, the NEXTGEN team headed by Guy McGregor was appointed by BMW Melbourne to build an activation in front of Crown Towers for the 2017 Lunar New Year celebrations.

Our Task Was

An opportunity to design and deliver a display showcasing an exciting BMW i8 utilising a 360 degree location. It was to withstand wind, rain, probing patrons over two weeks, functioning 24 hours a day, 7 days a week. The core message was to feature an innovative car as the centrepiece of the stand.


We began the process by researching shapes, colours and design elements of Chinese culture with a mindset of retaining standard rigging elements for the structure. as much as possible. From there, NEXTGEN designed and manufactured some custom elements to enable the unique curves and shape. During the 3D design process, we considered all viewing angles,  aesthetics and ensuring all unsightly elements of cabling and fixtures could be hidden with fabric over and under the structure.

Let’s work together.
Tell me more about your project.

To take your event to the next level, please connect us on 1300 792 922 or complete the enquiry below. We specialise in event technical audio visual, creative ideas with trusted execution. Allow us to provide you with a tailored proposal for our services.

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