Surekha Ragavan
Jul 4, 2019

BMW flaunts tailored menswear and live body art at launch party

An exclusive event (and curious live performance) in Hong Kong resulted in over 70 pre-orders for the brand’s Luxury Class models.

BMW hosted a series of experiences for 500 guests at Ritz-Carlton Hong Kong last Friday to launch the new flagship 7-seater SAV X7, the 8 Series Coupe and the BMW Excellence Club membership programme. The Excellence Club is a group of BMW Luxury Class model owners who get access to member-only privileges.

Targeting high-net-worth customers, the brand designed experience zones to tap into lifestyle elements such as fashion, personal grooming, wine, and home furnishing. “The...

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