X1 experience strategy

understanding so-cal LIFESTYLES TO IDENTIFY REGIONAL product opportunities

how can a european luxury automotive brand connect with and engage american drivers?

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SCOPE OF WORK

Understand the cultural and aesthetic context of Southern California as an aspirational market for American drivers.

Visualize regional lifestyles as a path to deeper consumer empathy.

Shape a future vision that will drive new expressions and experiences for the BMW brand.

Deliver inspirational and informative content to influence the development of products, communications, and experiences.

PROJECT ACTIVITIES

• Regional culture immersion

• Concept framing / strategy development

• Concept film production

KEY INSIGHT

California is perceived as an culture incubator for the US, providing rich opportunities for global brands to understand where US consumer desires may be headed.

Los Angeles represents a new path many American consumers are taking, as they resist easy categorization and embrace a lifestyle fluidity characterized by exploration and experimentation.

outcome

A regional strategy to align Vehicle Design, Interaction Design, Service Design, Brand Strategy, Communications, Environments, and Events around a central creative character.