20 October 2013
To provide the many fans and customers with sufficient room to show their support and celebrate, the guest hospitality facilities at BMW were extended for the season finale of the DTM (German Touring Car Masters).
In conjunction with the leading agency Brandscape, a new internal room layout was developed to offer all interested BMW fans an even more intensive DTM experience. The floorspace of the BMW brand environment was extended and complemented with an additional fan shop container.
A tent was also erected at the same time to serve as a contact and supply point for 2,500 BMW employees.
At the centre of the paddock, a new building inspired by the previous BMW DTM design and developed by Zelte Frank was erected. A building made of white aluminium frames and blue safety glass, with a floorspace of 350m2 was constructed. Even the doors were adapted to the design with white portal frames and frameless blue glass doors as well as a special floor-level closing mechanism. The invisible underlying structure of the surrounding fascia made from aluminium sections was finished with a taut, crease-free tarpaulin covering. Zelte Frank also supplied kitchen and WC containers as well as the entire internal room branding.
BMW managed to defend its brand title once more at the DTM and provided a successful weekend all round.