“A simple and pure architectural form defines the space inside and builds identity by involving the image of the Shanghai Art Palace in many perspective views.”

TRIANGLE OF ARCHITECTURE
The China pavilion together with the BMW and MINI Brand Experience Centre creates a triangle of 3 buildings very different in size, appearance and function.
The retentive, but extroverted white architecture of the BMW Brand Experience Centre stands in contrast to the solid, introverted Shanghai Art Palace and the black and 10 times smaller MINI structure. This formal interaction between the two neighboring buildings creates a suspenseful language and an interesting image for the public

FLOATING SLABS
Two dominant floating slabs as the major design theme embrace the interior space and represent the BMW brand architecture in its purest form.
Chinese architectural elements are not incorporated in the building itself but are integrated through perspective involvement of the Art Palace.

MAXIMUM TRANSPARENCY
A continuous and frameless full height glass facade encloses the interior space and creates maximum transparency to make the richness of the interior fully visible from the outside.
A gesturing ramp along the main facade invites the visitor into the exhibition space.

FUNCTIONAL THEMES
The basic typological themes of the Brand Experience Centre “culture, heritage, future, technology and society” become visible in various spaces. 2,000 square meters of functional area allow the visitor to explore and experience all facets of the BMW brand.

BMW ART CARS
To accommodate the cultural engagement of the brand into the building, the BMW Brand Experience Centre features the BMW Art Car exhibition. Changing exhibits, all created by famous artists around the world, show the immense diversity in its artistic expression.

http://www.bmw.com.cn/cn/en/insights/technology/brand_experience_centre/index.html