BMW's M division now has its own little permanent corner of
BMW Welt, complete with a sign welcoming visitors to "M Town."
For now, the new space gives visitors the chance to explore
the M division's current portfolio.
"The newly designed exhibition space invites every car
enthusiast to become a citizen of M Town for a short time," said BMW M
Director Markus Flasch in the company's announcement.
Enthusiasts may cry foul at the current state of the
exhibition, which comprises the modern X3 M Competition, X4 M Competition, M4
Convertible and M5 Competition. It's unclear whether BMW will explore other
options for the space in the future, but for the time being, M Town has more in
common with a mainstream showroom than a museum space.
That's not altogether inappropriate. The company seems to be
doubling down on the fact that BMW
Welt is more of an experience center than a car museum ("BMW
Welt" translates directly to "BMW World.") in rationalizing its
approach to M Town.
"BMW Welt is more than just a home for individual BMW
Group vehicles. We want to keep thrilling our fans and visitors with innovative
and architectural highlights. The new BMW exhibition space now turns M Town
into reality," said BMW Welt Director Helmut Käs.
If you ask us, you should go for the architecture and stay
for the cars, rather than the other way around.
by Byron Hurd
http://www.boscheuropean.com
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