Olivia Parker
Mar 23, 2018

BMW paints the town yellow at bold car launch

The car brand is attempting to woo a new genre of consumers with an interactive pop-up exhibition.

Buying a new car doesn’t have to mean wandering around a quiet showroom discussing the merits of silver or chrome hubcap finishes, according to BMW.

The brand launched its new BMW X2 model in Hong Kong by converting the traditional showroom into an experiential exhibition designed to appeal to families looking for fun holiday activities as well as prospective buyers.

Decked out in bright...

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