A dramatic entrance for BMW

Client: Sytner BMW
Event: BMW M5 Launch

In November 2017, Genero was presented with a rather different challenge: Transforming an industrial warehouse into a venue fit for the evening launch of the BMW M5.

Needless to say, the event was eagerly accepted, with Genero managing all technical production, audio-visual presentation, set construction, lighting, sound… And our very first catering experience!

Working closely with the team from Sytner BMW, the project involved designing the environment and structuring the industrial space to make it safe and navigable for guests. Utilising our AV expertise, we used coloured lighting techniques to create a real sense of anticipation and excitement for their first glimpse of the hidden BMW M5 at the event’s climax. This big reveal involved intricate lighting effects and haze that was set of in time to an accompanying soundtrack, which all led to the dramatic entrance of the M5, with none other than Top Gear’s The Stig behind the wheel.

In addition to the excitement of the M5’s debut, the event referenced to its Welsh roots with a bit of a rugby spin being put on things. Hosted by radio personality Polly James, a Q&A session featuring Welsh players Martyn Williams, Matthew Rees and Gethin Jenkins was held.

It goes without saying that this combination of star-studded attendees, luxury cars and unexpected cameos made for an unforgettable evening for all involved, and we feel very fortunate having helped orchestrate it all.