Prestigious object next to the TV tower with premium LTS luminaires.
Behind a total façade length of 140 metres, the impressive building complex offers a premium-class shopping experience. The three compact main buildings accommodate the brand worlds of BMW, MINI and BMW Motorrad on a gross area of approximately 20,000 square metres. The façade design of the buildings is inspired by the brand identity. The brands are presented separately in the different building sections but are connected to form one complex. A one-stop shop. The exhibition presents approximately 100 cars from BMW and MINI as well as 50 BMW motorcycles. The architectural firm beichler + rohr from Bremen, an automotive showroom specialist since 1994, planned the new building. LTS Licht & Leuchten GmbH was responsible for the light design allowing BMW’s brand DNA to shine. The result is an exclusive yet visually emotional shopping experience.
LTS lighting scenarios geared towards the target group
Shopping increasingly becomes a staged pastime. Showrooms now convey an experience, they attract and entertain visitors while promoting messages. Light is used to trigger emotions, create a sensuous experience and shape brand identities. This also holds true for the BMW dealership in Nuremberg. Smart light design has the potential to give new impetus and influence customers’ purchasing behaviour. Light creates added value, particularly when the lighting concept and light control are perceived and treated as one entity as it was done with the largest BMW dealership in Germany. Authenticity, customisation and precise accentuation played a central role when designing the lighting solution.
LTS Licht & Leuchten GmbH planned all of these requirements in detail and individually for BMW and brought them to life. After a construction period of only two years and a total investment of 50 million euros, the impressive prestigious object is now standing directly next to the Nuremberg TV tower in the Schweinau district. With more than 300 staff, 50 of whom are apprentices, the BMW Group clearly commits itself to the Nuremberg metropolitan area.
From LTS light design to the BMW space-light experience
Coupé or saloon cars make the visitors’ hearts pound and guarantee driving pleasure. Both customers and the beautiful and immaculate BMW bodies are surrounded by a perfect space-light experience. The strongly focused LTS lighting underlines the elegance of the vehicle silhouettes and emphasizes their well-designed shapes. High-quality leather upholsteries and exquisite body interiors are also in the spotlight. The surface and fabric structures have a clear, three-dimensional appearance, the shining colours are rich and deep. The premium LTS luminaires make it easier to see the tiniest detail in the vehicle interior, such as elaborate decorative stitching or decorative carbon elements, and perceive them in their full colour range. This unique BMW showroom which is also called “route“ is very distinct from the adjacent areas. The level of illumination has been adapted exclusively to the route. Light levels of up to 1000 lux are used as well as a cooler light colour of 5000 degrees Kelvin which produces the effect of an authentic road situation for the visitor. The LTS CSA spotlights with white housings made of die-cast blend unobtrusively into the white ceiling. This simple yet effective LED recessed spotlight directs the visitors’ attention to the polished exhibits with its strongly focused light rather than drawing it to itself. With a CRI value of more than 90, the quality of displayed colours is precise and brilliant. It also offers optimum light output with maximum glare control, which is enabled by the narrow 25° high-performance reflector made of aluminium with precise symmetric beam characteristics. At the same time, all lighting heads can be rotated through 350° and swivelled through 40°. This means that individual adjustments are possible at any time if the route is redesigned.
JETT 100 allows MINI to shine brightly
In the MINI area, visitors can catch a whiff of the MINI cult status. Perfectly presented, perfectly staged – nothing is left to chance. One can immediately feel it and see it at first glance when entering the MINI building cube. LTS JETT is mainly used to illuminate the MINI exhibition area. The small and compact spotlight is discreetly installed on ceiling tracks. With its black housing it harmoniously blends into the interior design. JETT features integrated passive cooling offering innovative thermal management. The cylindrical lighting head can be rotated through 355° and swivelled through 180°. With its long-standing experience in shop floor lighting, LTS has designed the installed spotlights to be directed in any desired position enabling maximum flexibility. In the circulation areas, such as customer waiting areas or workstations, the 500 lux JETT spotlights are installed with a 50° wide beam. The spotlights used to highlight the vehicles shine with an intensity of 1000 lux and a 25° narrow beam. The light is directed exactly at the vehicle to be presented. Depending on the exhibit and presentation space, the JETT spotlights can be adjusted individually to any changes in the layout concept. The small MINI makes it big in the LTS spotlight – guaranteed driving pleasure included.
Bikers’ Corner – Get on and ride off
The smell of leather, shiny chrome and sparkling tanks: The BMW motorcycles epitomize driving pleasure and seduce visitors into getting on immediately. Who wouldn’t love to simply turn the ignition key and start the motorcycle! The interplay between the look, the sound and the smell is striking. The intention is to appeal to all senses and make customers imagine what it feels like to sit on one of these bikes and experience the freedom of riding a motorcycle. Systematic lighting triggers sensuous emotions which are crucial when it comes to making purchasing decisions. LTS, the specialist for shop floor illumination, demonstrates on the BMW premises what light can achieve. To maximise the lighting effect, the LTS lighting concept combines various luminaires and spotlights. What makes the Bikers’ Corner special is the deliberate use of warm white light with 300 degrees Kelvin. On the one hand, the lighting atmosphere makes visitors want to stroll and linger, on the other hand it clearly contrasts with the other customer areas. A track line with the proven LTS JETT spotlights rounds off the lighting arrangement in the exhibition area, with the motorcycles in the spotlight. Anyone looking for a two-wheeler for the next motorcycle tour will make a find here. Both die-hard BMW fans and new motorcyclists will have their heart’s desires fulfilled.
Beaming service and innovative LTS reflector technology
The light-flooded building is divided into spacious showrooms, bright customer zones and service and office areas. The LTS Topas downlight provides for consistent general lighting. It is equipped with state-of-the-art LED technology and is extremely energy-efficient. The PRI Plus reflector technology from LTS guarantees optimum efficiency, light output and glare control. The warm light colour with 3000 degrees Kelvin creates a feel-good atmosphere and an exclusive sojourn quality. With the pleasant basic lighting, there is no distraction from the individual exhibition areas. Instead, the buildings are divided into their different functional areas, where the premium PRI Plus reflector optics specifically developed by LTS for the aluminium reflectors provide maximum light output and optimum glare control. Customers feel at home and employees are more energised and motivated at work thanks to the positive lighting effects.
Video about the new building:
https://www.nuernberg.mini/de_DE/home/content/ueber-uns/neubau.html
Bringing LTS and BMW sustainability targets together
Sustainability is part of BMW’s brand DNA. The new BMW dealership in Nuremberg was designed based on the “Green Building” concept which was developed specifically for the BMW Group showrooms. The new building has been designed to achieve the lowest possible operating costs and emissions. Energy savings and efficient light management are also crucial for economic success through sustainability. State-of-the-art LED lighting from LTS regulates and reduces energy consumption. The low power consumption and long service life of LTS quality luminaires help reduce both operating costs and CO2 emissions. LTS luminaires help save resources because of their miniaturisation and material reduction. In addition to saving raw materials, LTS is continuously researching and developing innovative and sustainable components and modules. The BMW Group is placing a strategic focus on sustainability in its entirety. The LTS luminaires are an excellent fit to achieve suitable solutions and fulfil both customer and corporate requirements. Energy-efficient spotlights and absolutely flexible lighting solutions create a symbiosis of sustainable lighting and responsible actions.
Inside and outside – an excellent shopping experience
In the outdoor area, the location offers space for approximately 800 vehicles. Approximately 100 native trees were planted on the green 6,000 square metre outdoor grounds. The entire property covers 44,000 square metres which equals the size of more than six football fields.
The LTS lighting solutions that were customized for the BMW Group help to perfectly emphasize, visually underline and innovatively present the BMW brand contents and product claims. The sophisticated lighting concept makes the vehicles and lifestyle products both clearly visible and come alive for customers. The LTS quality luminaires do more than simply present the premium products – they also create the right atmosphere and shape the shopping experience itself – to make it last. The uniform lighting design of the newly built BMW dealership in Nuremberg is the perfect stage to present the dynamics and elegance of the vehicle fleet.
