The first of a new era

For BMW, METZLER VATER managed the full operation of the stand during IAA Mobility 2025 in Munich, both at the publicly accessible Open Space at Max-Joseph-Platz and at the IAA Mobility Summit at the exhibition grounds in Riem. This included hosting the exclusive BMW Lounge as well as organizing and delivering three evening events at the Maximilianeum. Throughout the entire duration of the event, the team ensured smooth operations and seamless support for all visitors.

The aim was to stage the BMW iX3 as a symbol of a new era for the brand and to position BMW at IAA Mobility as a forward-looking and experience-driven brand. The focus was on creating a high-quality visitor experience, an open brand environment for diverse audiences, and the safe and efficient execution of all program elements.

As part of IAA Mobility 2025, METZLER VATER created an exclusive evening format for the BMW Group at the Maximilianeum in Munich. The carefully curated guest journey began with an overnight stay at the five-star Hotel Kempinski, followed by a champagne reception at the Audemars Piguet House and a guided tour of the BMW Open Space. The highlight of the program was a special evening at the Maximilianeum featuring a reception, DJ and violinist, as well as a four-course menu by Jens Madsen, The Cloud by Käfer.