January 21, 2014 | Awards
To create a premium, personalized space at a golf course setting, we designed the BMW Experience, an award-winning, highly visible environment that served as the brand’s hub during the 2013 BMW Championship tour stop.
Designed around a clean white and BWM sky-blue color palette, the BMW Experience leveraged the brand’s signature rectilinear architecture and modern design elements like wood slats to create an inviting, polished outdoor environment highlighting:
- the BMW vehicle lineup
- the BMW-engineered Olympic bobsled
- the BMW Fan Challenge, which awards a new BMW for a hole-in-one
- pavilions dedicated to diesel and all-wheel-drive vehicles
Since Chicago weather can be dicey any time of the year, we knew there was a good chance the environment we created would need to maintain its premium appearance through extreme conditions. And, predictably, Chicago’s unpredictable weather put the BMW Experience to the test. But while thunderstorms and more than an inch of rain suspended play, The BMW Experience stood unvanquished, thanks in large part to Base 6, our proprietary post-and-beam architecture solution that served as the primary structural element.
Czarnowski also completely redesigned the branding and structures on other areas of the Conway Farms course, carrying the clean lines and brand-accurate color scheme to the Owners Pavilion, as well as seating areas and vehicle displays at select holes. In addition, the BMW tagline letters we designed and fabricated – a knowing homage to the iconic “HOLLYWOOD” sign – delighted visitors and added a dramatic architectural element to a rather remote area of the course.
And the awards? Two that we’re especially proud of. The BMW Experience took Silver in the 2013 Event Design Awards’ Best Outdoor Environment category. And the BMW Championship was named the PGA TOUR’s Tournament of the Year.