From Concept into Reality. Few venues are perfect for our clients. Sometimes the ‘look’ of the venue conflicts with their branding image or their presentation style. On these occasions, our mandate usually includes changing the entire look of the venue to better synthesise with the event objectives.

As you can see above, the venue itself has the facilities, but the décor style is certainly not modern. For a ‘traditionally oriented’ company this would not necessarily be a problem. For BMW and the launch of their new 3-Series car, the décor certainly was not reflective of their branding and style. This therefore had to be changed.

Since this venue is one of the oldest stadiums in KL, many of the invited guests have attended this venue previously, and as such, their expectations for this launch would be based upon those memories. Furthermore, the designs and event would need to be ‘different’ and memorable, and would be used to form a platform of market expectation and anticipation as a PR-link with the forthcoming BMW 7-series launch. Rightly, our approach every time is to avoid any impact upon the venue structure, its fixtures or decoration, else we face repair costs. The proposed designs maximise available space using customised partitions and display fixtures, with lighting effects and image visuals adding life, space and energy to the overall presentation to deliver the modern, sporty and progressive ‘look’ BMW were looking for.

In the launch arena, the sports stadium became a ballroom with round-table seating to meet the banqueting requirements. To extend this effect, white drapes were used as a wall to shield the view of the seating terraces. The launch gambit centred on motorised elevator platform for one of the cars, descending from above to ground level, accompanied by multimedia projections, live video broadcast, pyrotechnics, lighting and sound effects.

To quote the attending VVIP, “Wow! I didn’t recognise the place!”