The publication will be in all bookstores on May 17th. The book published by La nave di Teseo was created under the curatorship of Roberto Olivi, Communication Director of BMW Italia
The House of BMW, born as a relational and experiential marketing project on 7 December 2021 in Milan, becomes a publication that will be in all bookstores on 17 May. The book published by La nave di Teseo was created under the curatorship of Roberto Olivi, Communication Director of BMW Italia and with an introductory essay by Paolo Iabichino, advertising writer, creative director, founder of the Civic Brands observatory with Ipsos Italia and master of Holden School. An extraordinary cameo by Pierfrancesco Favino, a great Italian actor and brand ambassador of BMW Italia, tells the story of the moon and the world of the new BMW iX2 presented as a national preview in the House of BMW in via Monte Napoleone 12 in February through an original and unpublished text. of this year.
The genesis
The introduction is by Massimiliano Di Silvestre, President and CEO of BMW Italia. Carlo Botto Paola, BMW marketing director, talks about the genesis and development of the project in a dialogue with Roberto Olivi. Renzo Vitale, Creative Director Sound of BMW Group provides his interpretation of the place having experienced it as an interpreter and protagonist. Starting from an extraordinary success story – the launch of the House of BMW innovation and meeting space -, Roberto Olivi guides the reader through the new approaches to marketing that characterize a large company. In fact, we live in an exponential era, in a world where technological acceleration and the speed of transformations have no comparison with what happened in previous decades. Man is used to progress measured on the tape measure, the one with which the growth of a child is monitored. The exponential era instead presents us with sudden changes, which offer completely new forms of experience. Immersed in a digital ecosystem that marks our daily lives, we cannot however give up moments of relationship, as recent years have shown. In this accelerated and hyper-connected world, human contact and moments of sharing have once again become central and decisive.
The testimonies
«The house of emotions» collects testimonies and visions of professionals and experts to tell the need for a new humanism, which knows how to combine social value with technology. This is the real challenge that we can no longer avoid: at work, in private life, in our choices as human beings. The 128-page book also includes a photographic section that illustrates some of the most significant moments experienced at the House of BMW from 2021 to 2024 and will be on sale at the cover price of 18 Euros.
