Melbourne BMW and Mini Garage debut new retail corporate identity

After a multimillion dollar redevelopment the newly re-opened Melbourne BMW and Mini Garage site in the city’s south eastern fringe has become one of the first dealerships in the world to adopt a new BMW Group retail corporate identity says the brand. 

The new showroom has also been built closer to the roadway to include a covered area for new, demonstrators and pre-owned vehicles, replacing the previous open-air forecourt.     

Australia was identified as a pilot market for the new corporate identity, with Melbourne BMW and Mini Garage the first metropolitan site in the country to integrate it.

Melbourne BMW and Mini Garage dealer principal Daniel Odman says the combination of the new retail corporate identity and new building would go hand in hand in delivering an elevated experience for customers.

“We are proud that Australia was one of the first markets in the world to feature this new corporate identity, but even more so that Melbourne BMW and Mini Garage was the first metropolitan dealership to feature it,” Odman says. 

“The opening of our new dealership marks not only a major turning point in design and luxury appointments but also in what we offer to our valued customers,” he says.

Odman says all aspects had been considered with the aim of exceeding customers’ expectations.

“Every conceivable detail has been factored in to enhance our offering in recognition of both the changing needs and preferences of individuals but also those of a rapidly evolving retail landscape and automotive market.

“This includes a focus on building in elements that seamlessly continue the digital experience for customers that begins at home with use of our vehicle configurator and other online properties. 

“Our new facility includes a 217-inch high definition screen, as well as an array of digital specification screens for all our display models that are fully interactive and can be constantly updated,” he says

The dealership’s design elements include use of contemporary furniture, lighting fixtures, textures, fabrics and green walls to deliver a luxurious ambience and feeling of wellbeing while also providing distinctive stylistic themes that enable each of the BMW Group brands – BMW, BMW M, Mini and BMW Motorrad – to be appropriately showcased.

There is also a centrally positioned café with lounge seating area where customers can relax or work.

Alongside the design and customer-centric aspects, the new Melbourne BMW and Mini Garage incorporates multiple sustainable and electromobility elements.

“Sustainability takes centre stage in BMW Group’s business operations globally, and we also placed particular emphasis on this when developing our new site, with integration of solar power and extensive use of recycled materials during building construction,” 
Odman says.

“Charging infrastructure is also in place to provide solutions for both customer EVs and EV servicing requirements, with 12 AC chargers and two DC chargers installed throughout the facility,” he says.