BMW

The Ask

Introduce the BMW XM to influential audiences and luxury consumers in the context of Miami Art Week, a premier cultural moment for creatives, entrepreneurs, and tastemakers.

The Insight

NYLON House draws a high-powered crowd of A-list players in the art, fashion, entertainment, and business world. Relevant talent and venue alignment would be primed for maximizing purchase intent.

The Solution

Partnering with David Grutman of Groot Hospitality, the goodtime hotel set the stage for NYLON House to show off the BMW XM to Miami Art Week attendees.

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A larger-than-life installation and laser light show brought the electrified luxury SUV to the spotlight, encouraging pre-orders and strengthening brand affinity in a key market.

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