In June 2024, BMW's brand store "FREUDE by BMW" opened in Azabudai Hills, Tokyo. The space, which embodies the world view of BMW and can be described as the brand's "multiverse," is full of possibilities and charm.

How can we use experiences as a gateway to communicate the brand’s worldview?

Car manufacturers have recently started to emphasize the importance of doing business through their brands. European manufacturers have been in this trend for a long time, but it has only been in the past few years that they have been promoting it in marketing. The other day, the newly appointed brand director of Bentley Japan spoke at a presentation, saying, "We are in the brand business."

As a strategy to make their brands stand out, European manufacturers have been providing locations that increase touch points between their cars and their customers. The idea is to let customers get to know their identity more deeply in a space that is different from a dealership.
From that perspective, I remember the "Audi Forum." In Japan, it opened in Jingumae, Japan in 2006 as the Audi Forum Tokyo, and became a hot topic. It has already closed, but I think there is one in Ingolstadt, where the company's headquarters are located. Starting from Europe, a considerable number of them spread around the world at that time.

Automobile manufacturer proposes "multiverse" to communicate worldview

There is also one from Japan, "Mercedes Me Tokyo" in Roppongi. This is the world's first "non-selling showroom" opened by Mercedes-Benz Japan. Test drives are available if you make a reservation in advance, but salesmen do not actively intervene. It was an unusual facility for Mercedes, but it was highly praised in the home country and around the world. Unfortunately, it closed on September 9th of this year, bringing an end to 30 years of operation. According to the website, it is scheduled to relocate, but considering the change in the president of the Japanese subsidiary, it feels like it is still a blank slate.

The reason I'm mentioning this is because BMW has opened a new brand store in the familiar Azabudai Hills. The store's blue and white circular logo has been installed in one corner.

The brand store "FREUDE by BMW" opened on June 6st this year. The name is a play on "FREUDE = joy," and BMW's offering means "the joy of driving through." This time, the word "in life" is added to the beginning, but it can be said to be an extension of the words that BMW has used in its catchphrases for many years. The naming is based on the concept that the experiences, discoveries, and encounters through this facility will bring joy to those who set foot inside.

The store is two stories high, with different zones on each floor. On the first floor, you'll notice the cafe and bar and merchandise. The cafe has different atmospheres for lunch, tea time, and dinner, and the merchandise on display is lined with items from the BMW Lifestyle Collection, which is being introduced to Japan for the first time, including jackets, pants, bags, and shoes. There are lots of items that are only available here, so it's a must-see for BMW owners and car enthusiasts alike.

Art, food, space... that special feeling becomes a joy

Of course, the main attraction is the display of models selected by theme. Many of them are related to art and culture, as well as past models. Incidentally, in the latter half of September, the "BMW Art Car", their specialty, was displayed and attracted widespread attention. Many people were interested in the brand, which has collaborated with world-famous artists such as Andy Warhol and Jeff Koons in the past. The M Hybrid V9, the 20th art car created this year, was a collaborative work with Jerry Mehretu.

The second floor is an exclusive lounge for special guests, where the owner can relax and seminars are held. The objets d'art and art placed in the room create a stylish worldview. In addition, in a room called the Atelier, you can experience craftsmanship while handling color and leather samples as part of the BMW Individual Made-to-Order Program. There is also a Japanese restaurant called "Mudai" with only eight counter seats, which is different from the cafe on the first floor. Please note that reservations are required.

"FREUDE by BMW" offers such content, but if you look at it objectively, you will see that the furniture and furnishings such as chairs, tables, and sofas are elaborate. Car enthusiasts will inevitably be drawn to the display vehicles and BMW-related posters, but it is wonderful to see that other parts are also very carefully thought out. It might be a good idea to visit with that in mind. If you contact us in advance, you can also test drive new models. Learning about the latest BMWs is sure to open your eyes to new sights.

FREUDE by BMW

Address: 1F/3F Azabudai Hills Tower Plaza, 1-1-2 Azabudai, Minato-ku, Tokyo
Business hours: 11:00 – 22:00

Tatsuya Kushima

Motor journalist and columnist. Currently, he is the media site editor-in-chief and media business producer for the surfing magazine "NALU." She has previously served as editor-in-chief of many men's magazines, golf magazines, car magazines, airline in-flight magazines, etc. In addition to media activities, he is a member of the Japan Car of the Year selection committee, a member of the Japan Cigar Association, a Japan Boat of the Year selection committee, and the creative director of men's golf wear ``The Duke's Golf.''