Organising the largest pavilion at the Moscow Motor Show is a responsible business. Presenting the stars of the BMW Group's car fleet is doubly responsible. We simply had no other choice but to come up with and make a grandiose in scope and spectacular Hi-Light Show.

In professional terms, DEPARTÁMENT managed to ensure the highest visitor traffic in the history of BMW's presence at MMAS. On the opening day, our Hi-Light Show was seen only by 500 guests and about 100 journalists invited to the closed presentation. But the specialists of our agency developed a unique format that allowed repeating the light show every 30 minutes. This means that every day and until the very last hour of the exhibition, several thousand people could not pass by the BMW stand.

"Thank you BMW Group for your trust! Together we do great super-interesting projects every time. And none of us would agree to anything less".
Pavel Nedostroev, Departáment
We were lucky with the pavilion from the start - spacious and self-contained, it gave us the opportunity to use the most complex engineering solutions, install independent lighting and create a unique lighting design and scenography without looking at other car corners. From Germany we ordered huge multilayer screens, special projection grids and together with German contractors in Moscow we assembled one large complex set, which looked like a multidimensional projection curtain. On this "curtain" the multimedia broadcasting of novelties from the Bavarian brand took place. According to the scenario, every guest of the BMW pavilion became a participant of the light show, receiving a branded RFID bracelet - white, laconic and unremarkable at first glance. But that all changed as soon as the presentation began. A specially written programme synchronised the bracelets with every movement on the stage and screens. They lit up and twinkled in the dark like hundreds of electric stars. Beautiful, yes, but we didn't come up with it just for the wow effect. Behind the unconventional solution was another task - to introduce guests to Connected Drive, a technology that helps BMW owners use various online services quickly and comfortably.

The main heroes of the premiere were two new BMW products - the i8 hybrid sports car and the X4 crossover. The appearance of the fantastic i8 on the podium accompanied by powerful laser flashes reminded rather of the arrival of a spaceship. And fiery-red X4, according to the joint idea of DEPARTÁMENT and Sila Sveta, rolled along the virtual night metropolis in the spirit of Gotham City and drove right on the stage, making a lot of amazed noise in the audience.

Another star of the German concern - a Brit by origin and a hooligan by temperament - said his word that evening. At the improvised (and well prepared by us) MINI party, officers of the Royal Guard smiled broadly for the first time in history for selfies with the guests, while the "one-armed bandit" assembled from traffic lights in the MINI Casino generously shared positivity and pleasant souvenir from the brand.