BMW today unveiled its upcoming redesigned 7 Series sedan in Moscow’s Red Square, hiding the car in a life-sized hourglass that counted down the hours to the car’s revealing over two days.
The hourglass on Red Square had attracted attention since 6 July 2008. In the upper half of the acrylic glass and steel structure stands the new BMW 7 Series – initially hidden by more than 180,000 silvery, glittering balls. These gradually dropped into the lower half, finally revealing the new BMW 7 Series completely as the high spot of the event on Tuesday evening.
“The new generation of the BMW 7 Series is continuing the success story that started over 30 years ago”, said Jan-Christiaan Koenders, Head of Brand Communications BMW and Group Marketing Services. “The promise that we will keep improving on our own achievements is intrinsic to our brand. The BMW 7 Series exemplifies this particular concept”, says Koenders as an explanation of the idea behind the event motto “Never stand still”.
The new 7 Series goes on sale in Europe this fall.