WHERE MOTORSPORT LEGEND MEETS BRICK CULTURE

To celebrate 40 years of the iconic BMW M3, we transformed Berlin’s legendary Alte Münze into ‘The Ultimate Playground’ – a high-impact, multi-sensory brand experience celebrating a landmark co-creation between BMW M and LEGO. Designed to honor four decades of motorsport heritage, we engineered a space where physical craftsmanship and interactive storytelling seamlessly collided.

The physical narrative guided visitors through six generations of BMW M3 history, anchored by a historic BMW M3 (E30) showcar in a co-created LEGO livery behind a massive 20-meter LED wall. Custom vehicle doors re-engineered into photospots, a 2.5-meter art installation, and interactive Creative Labs invited the audience to actively co-create. Live DJ sets from ‘The Ultimate Sound Machine’ – a BMW XM converted into a sound stage – and EPIC gaming stations kept the venue pulsing with energy.

Kicking off with a bespoke brand voice evening before opening to the public, the experience extended far beyond the physical footprint. Capturing every moment in real time, our social-first storytelling agency LIGANOVA MaSH! provided live on-site coverage directly on BMW M’s channels, bringing real life energy straight to global feeds.