Driving Success: How Area Transformed BMW and MINI’s Flagship Showroom

In the heart of Mayfair, BMW and MINI have unveiled their impressive new flagship showroom, combining luxury, performance, and innovation all under one roof at No. 70 Park Lane.

The project aimed to capture BMW and MINI's vision through a brand refresh and collaboration with renowned architects, Stride Treglown. Together, with Area, the leading automotive company has been elevated to new heights of exclusivity.

Discovering the MINI Showroom

The journey began with the creation of a stunning MINI showroom, demonstrating sophistication and adventure. Visitors are greeted with panoramic 4K screens showcasing brand campaigns and immersive vehicle demos. Drawing inspiration from MINI's racing heritage, the showroom combines familiarity with modern sophistication.

Transitioning to BMW

Following the completion of the MINI showroom, attention turned to BMW, integrating the identities of both brands. The ground floor offers an exciting blend of BMW and MINI experiences, featuring high-end touches like a stylish coffee bar and a full-height video wall. The impressive M-lounge displays BMW's high-performance M Series vehicles in a luxurious setting.

A Demonstration of Automotive Excellence

As visitors explore, they discover the distinct offerings of both BMW and MINI within an innovative and luxurious environment. The interior design embodies both automotive excellence with sleek architectural finishes, creating a captivating experience.

Celebrating Heritage and Performance

In essence, the project unites the spirit of both brands, elevating the showroom to unparalleled luxury and innovation. It celebrates MINI's heritage, BMW's high-performance expertise, creating an unforgettable experience for enthusiasts and casual visitors alike.

To find out more, please visit: https://area.co.uk/case-studies/bmw