BMW’s arrival of the all-new X1 Long Wheelbase in India gets an experiential treatment from Orange Events, which creates a two-day launch experience titled ‘THE PREMIERE’ at A.DOT in Gurgaon.
Built around BMW’s ‘Head and Heart’ thought, the experience combines engineering-led precision with theatrical storytelling. At its centre is a 300-foot-long screen, developed as a visual interpretation of the X1 Long Wheelbase’s defining proposition ‘Long’.
Rather than relying on a conventional stage, Orange Events creates an expansive visual environment that extends around the audience. Aerial artists, lasers, lighting, special effects and an original musical score come together to build a continuous sensory journey towards the vehicle reveal.
Kuldeep Parihar, Founder & Director, Orange Events, says, “The brief was to create an experience that felt worthy of the arrival of the X1 Long Wheelbase and the new segment it represents for BMW. We wanted to move away from the familiar language of a car launch and build an environment that had its own sense of drama and theatre. THE PREMIERE gave us that opportunity. It allowed us to think beyond the reveal itself and design a magnum opus!”
The scale of the production included nearly 1.7 kilometres of trussing, 135 motion hoists, 55 chain pulleys, 16 hanging LED screens and a 10 x 6 metre hanging LED cube.
The launch also extends beyond a single product reveal, with three distinct chapters taking place across the two-day experience. The first is the media launch of the BMW X1 Long Wheelbase, which also features the unexpected reveal of the BMW i5 Long Wheelbase.
The venue then shifts into the BMW Dealer Principal Awards, before concluding with a customer celebration featuring a live performance by Lucky Ali.
Arup Chakrabarty, AGM, Brand Experiences, BMW India, says, “We wanted the experience to carry the sophistication and precision associated with BMW, while creating a genuine sense of anticipation and discovery. Orange Events understood the opportunity to build a complete world around the arrival of the car.”
The production brings together creative, content, technical and specialist partners to deliver an experience spanning automotive storytelling, corporate recognition and customer entertainment.
As Parihar adds, “An experience of this scale is ultimately won in the details. There were months of planning behind what the audience experienced over these two days, with every aspect of the experience being worked through repeatedly.”
With THE PREMIERE, Orange Events positions the automotive launch not simply as a product reveal, but as a multi-chapter brand experience designed to move audiences from anticipation to discovery and finally celebration.