BMW THE 8 X Jeff Koons Swiss Premiere

Client

BMW Group Schweiz

Year

2022

Location

Zurich, Switzerland

A reveal with POP

For BMW Group Switzerland, Live Lab staged the Swiss premiere of the BMW THE 8 X Jeff Koons in Zurich. Just three days after its world premiere, one of the 99 limited-edition automotive artworks was unveiled through a bold pop-art-inspired experience that celebrated the colourful visual language of Jeff Koons and the uniqueness of the BMW M850i xDrive Gran Coupé.

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Anticipation through projection

The reveal was designed as a carefully orchestrated moment of suspense. A projection mapped onto the covered vehicle acted as a visual drumroll before culminating in the unveiling of the vibrant artwork on wheels. The reveal itself became part of the artistic narrative.

Inspired by contemporary art

The programme extended beyond the vehicle premiere. Jo-Ann Strauss hosted conversations with Mark Spiegler and Heiko Nieder, while the acclaimed chef complemented the evening with culinary creations and a playful pop-inspired chocolate giveaway. Guided tours through the contemporary art collection of The Dolder Grand completed the experience.