Munich. FREUDE by BMW – THE GARDEN represents the
second instalment of the pop-up gallery series initiated by the BMW
Group in Tokyo. The new exhibition features a private cinema, a pop-up
shop and a café, providing an island of tranquillity amid the hustle
and bustle of the Japanese metropolis. And it also serves as a stage
for the first public unveiling of the new BMW i5 M60 xDrive (electric
power consumption, combined: 20.6 – 18.2 kWh/100 km in the WLTP cycle)
in Japan. The location for the latest creation under the FREUDE by BMW
banner is Omotesando, a district of the Japanese capital known for the
exclusive cultural and shopping experiences it has to offer.
As well as the latest fully electric addition to its product range,
the Bavarian premium carmaker will also be showing the fully electric
BMW i7 luxury sedan in the new pop-up gallery. These two models will
be available for test drives at the weekends during the nine-week-long
event, alongside the BMW XM (petrol consumption, combined:
1.9 – 1.5 litres/100 km [148.7 – 188.3 mpg imp]; electric power
consumption, combined: 33.6 – 32.5 kWh/100 km; CO2
emissions, combined: 43 – 35 g/km in the WLTP cycle; figures for the
NEDC cycle: – ) and the BMW iX.
“The pop-up gallery THE GARDEN provides renewed evidence of our drive
to continuously push back boundaries and forge new luxury experiences.
It highlights our commitment to artistic inspiration and technological
progress, and captures the essence of BMW’s vision for a sustainable
and harmonious future,” explains Jens Thiemer, Senior Vice President
Customer & Brand BMW. “In this way, we are celebrating the values
of passion, innovation and global cooperation shared by Germany and
Japan. BMW’s longstanding tradition of leadership in the automotive
industry fits perfectly with the rich culture and forward-looking
spirit of Tokyo. We are grateful for the warm embrace we have received
from the people of Tokyo, and we look forward to developing our
connection with this vibrant city and vibrant country even further.”
FREUDE by BMW – THE GARDEN blends elements from Japan and Bavaria
with harmonious ease, creating a refreshing oasis and a welcome
time-out from the buzzing energy all around. Developed under the
direction of David Fischer, founder of Berlin luxury fashion magazine
and culture consulting firm Highsnobiety, FREUDE by BMW gives visitors
an experience that brings together cars, fashion and culture in an
inimitable style.
Also part of the pop-up gallery’s entertainment offering is the new
BMW Films production The Calm, which celebrated its premiere
at the 76th Cannes Film Festival and boasts both an illustrious
international on-screen cast and star quality behind the camera. The
storyline of this breathless spy thriller – which has Pom Klementieff
and Uma Thurman in the leading roles – unfolds largely inside the new BMW i7.
The pop-up shop, meanwhile, stocks a specially curated selection from
the BMW Lifestyle collection that will be available exclusively at
FREUDE by BMW – THE GARDEN. The items in question will allow visitors
to experience the diverse character of the BMW brand from a lifestyle
perspective. Collaborations with local brand partners, such as the
Tsutaya Bookstore, add further breadth to the range on offer.
The installation THE GARDEN sees the BMW Group turning the next page
in its innovative FREUDE by BMW pop-up event series. The first
physical expression of this fresh new concept was launched in March
2023 as part of an initiative to increase the number of BMW brand
touchpoints in the heart of Tokyo. And now FREUDE by BMW – THE GARDEN
is taking its place in a series of luxury brand experiences the
Bavarian premium vehicle manufacturer is planning in the Japanese
capital over the course of this and next year.
FREUDE by BMW – THE GARDEN will be open from 14 July to 17 September
in Omotesando Crossing Park, Omotesando, Tokyo.
BMW i5 M60 xDrive:
Electric power consumption, combined: 20.6 – 18.2 kWh/100 km,
Electric range in WLTP cycle: 455 – 516 km
BMW i7 M70 xDrive:
Electric power consumption combined: 23.8 – 20.8 kWh/100 km in the
WLTP cycle; data according to NEDC: –
BMW XM:
Petrol consumption, combined: 1.9 – 1.5 litres/100 km [148.7 – 188.3
mpg imp]; electric power consumption, combined: 33.6 – 32.5 kWh/100
km; CO2 emissions, combined: 43 – 35 g/km in the WLTP
cycle; figures for the NEDC cycle: –
