TRO and BMW Group launched the first of their pop-up shops today (5 October). There will be two more shops to open between now and December, all dedicated to the BMW i range of electric vehicles, and merchandise. Newcastle’s Intu Metro Centre will host the first pop-up shop, which will be live for three weeks.
The space and experience has been designed by TRO to complement the style of the award-winning BMW i3 and i8 vehicles. Experiences include a lounge area with a coffee bar, a story wall containing iPioneer customer stories on interactive screens, a kids’ zone with ‘buzzwire’ and other games, and a charging zone for mobile phones.
BMW i general manager, Carl Sanderson said: “We are looking forward to welcoming people to our specially designed i shops over the coming weeks.”
TRO and BMW Group have been working together in the UK for 20 years, activating brand sponsorships, delivering brand events and more recently pop-up retail.
Previously, TRO has rolled out pop-up retail experiences for Bailey’s (at Christmas last year), and for Volvo and Vauxhall, and the agency is currently in the midst of delivering a pop-up retail experience for Lipton T.O in Paris.
The BMW i Pop-Up Shops will visit the following locations:
Intu Metro Centre with Lloyd BMW Newcastle – 5-25 October
Intu Trafford Unit with Williams BMW Manchester – 2-22 November
Cabot Circus Bristol with Dick Lovett BMW – 30 November until 13 December