The arrival of the all-new BMW X1 Long Wheelbase marked an important new chapter for BMW in India, introducing the brand to a new segment with a proposition centred around space, sophistication and the BMW driving experience.
To mark the launch, Orange Events created a two-day experience titled THE PREMIERE, bringing together large-scale visual storytelling, technology, performance, lighting and sound. Held at A.DOT in Gurgaon, the experience was designed around BMW’s thought of “Head and Heart”, combining the precision of engineering with the emotion of theatre.
At the centre of the experience was a 300-foot-long screen format, inspired by the defining proposition of the new BMW X1 Long Wheelbase — Long. Instead of using a conventional stage, Orange Events created an expansive visual environment where content extended across the venue and around the audience.
Kuldeep Parihar, Founder & Director, Orange Events said, “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 drama and theatre. THE PREMIERE gave us that opportunity. It allowed us to think beyond the reveal itself and design a magnum opus!”
The experience was designed as an evolving visual and sensory journey. Aerial artists performed above the audience, while lasers, lighting and special effects continuously transformed the environment. Lighting played a key role in the storytelling, with dedicated mood boards and programmed sequences developed to synchronise light, content and movement.
Music was another important element, with an original score composed specifically for the launch. The music accompanied the visual content and aerial performances, building momentum towards the arrival of the BMW X1 Long Wheelbase.
The production involved a large collective of creative, technical and execution partners. Creative content direction was led by Creative Factory, with Madhouse Studio contributing to creative and design, Back of House supporting show running and CO.LAB leading conceptualisation and strategy. The technical execution involved Modern Stage Services, Avishakr – Natura, Mankaran – Men At Work, Backet – Fireflies, Dynamix Media, Sound.com, Samir – Room Tone, Aman Madan – Laser Wala, IRA Structural Consultants – Jyotiba Dattray and Vaibhav Genset & Cabling – Third Waves Service, among others.
The event infrastructure included nearly 1.7 kilometres of trussing, incorporating linear, multi-stacked and circular structures, supported by 135 motion hoists and 55 chain pulleys of varying load capacities. The visual setup also featured 16 hanging LED screens measuring 2.5 x 2.5 metres and a 10 x 6 metre hanging LED cube.
Arup Chakrabarty, AGM, Brand Experiences, BMW India said, “For us, this was an important moment. The expectation from our agency was not simply to create a visually impressive spectacle, but to interpret the X1 Long Wheelbase in a way that felt distinctive to the marque. 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, and brought together the creative and specialist capabilities needed to deliver that vision at this scale.”
Beyond the primary launch, THE PREMIERE was designed to transform across three distinct chapters over two days, with each chapter catering to a different audience and occasion.
The first chapter was the media launch, where the BMW X1 Long Wheelbase was unveiled through the immersive environment. The evening also featured the unexpected reveal of the BMW i5 Long Wheelbase, adding another moment of discovery to the experience.
The venue then transformed for the BMW Dealer Principal Awards, shifting from a product unveiling into an evening focused on recognition and celebration of BMW’s dealer network across India.
The final chapter was a customer celebration, which concluded with a live performance by Lucky Ali. His performance brought a different emotional dimension to the experience and marked the close of two days of launch, discovery and celebration.
“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. What made it particularly exciting was the need to create very different emotional experiences within the same environment. The complexity was significant, but with the incredible team on the project and the specialists and partners we brought on board, we were able to create moments that would become a memory for each attendee,” added Kuldeep Parihar.
With THE PREMIERE, Orange Events transformed a single automotive launch into a multi-format experience that moved seamlessly between product unveiling, corporate recognition and customer celebration, while maintaining the scale and visual identity of the BMW brand throughout.
