From relational and experiential marketing project to book. A transformation that House of BMW has accomplished in just three years: born in December 2021, starting from May 17th it will be sold in all bookstores in the form of a written publication entitled “The house of emotions“. BMW itself announced it: the book is published by La nave di Teseo and was born under the care of Roberto Olivi, Director of Communication of BMW Italy.
The home of BMW emotions
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 new BMW iX2, presented as a national preview in the House of BMW in via Monte Napoleone 12 last February. The book also features an introductory essay by Paolo Iabichinoadvertising writer, creative director, founder of the Civic Brands observatory with Ipsos Italia and teacher at the Holden School.
A success story
“Starting from an extraordinary success story, namely 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 – says the company – In fact, we live in an exponential erain a world where technological acceleration and the speed of transformations have no comparison with what happened in previous decades”.
In bookstores from May 17th
The introduction is by Massimiliano Di Silvestre, President and CEO of BMW Italia. Also starring are Carlo Botto Paola, BMW marketing director, who recounts the genesis and development of the project in a dialogue with Roberto Olivi, and Renzo Vitale, Creative Director Sound of BMW Group, who provides his interpretation of the place having experienced it as an interpreter and protagonist . Overall, the book has 128 pages, and also includes a photographic section illustrating some of the most significant moments experienced at the House of BMW from 2021 to 2024. BMW has announced that it will go on sale at cover price of 18 euros.
