BMW PENTHOUSe
REDEFINING MODERN LUXURY IN CHINA




The automotive world has changed radically. So have their customers. With powerful technology and a world of choice at their fingertips, people are looking for experiences that acknowledge and empower them. BMW Penthouse rises to the occasion, pioneering a new era of customer-centric retail.


Unlike conventional car dealerships, the physical, human and digital elements of BMW Penthouse are linked together to empower customers with access to BMW ownership beyond point of purchase—a lifestyle platform that inspires self-expression anywhere and at any stage of achievement in their lives. It is a concept that brings modern luxury to life and taking cues from prime real estate apartments.

Flexibility and agility are at the core of BMW Penthouse, with a design room that activates across formats. Tactile, thrilling, and contemporary, the experience allows for deeper immersion and hyper-personalised service.

The customer communications core is the key highlight of BMW Penthouse. It is a flexible mix of spaces that provide a center of gravity and a human focal point. Incorporating after-sales, a café, and depending on the site, a library and atrium, the core ensures that customers feel welcomed, relaxed and inspired with every visit.


The thoughts and expertise of FITCH APAC.

SINGAPORE. HONG KONG. SHANGHAI. MUMBAI. DELHI.


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