Lighting an Exhibition Space

By Editorial Staff - 6 May 2026
Artemide has participated in the project

In recent years, BMW Group has been rethinking its showrooms to create experience-driven environments. At the core of this shift is Retail.Next, a concept that brings together technology, flexibility, sustainability, hospitality and personalized service to strengthen the relationship between customer and brand. The Munich showroom on Frankfurter Ring – redesigned partly to be a model for future locations – was developed by Oswin Nikolaus Lichtgestaltung, m2plan, Goldstein Studios and Becc Agency. To create an immersive, sophisticated environment centered on the visitor, particular attention was given to light and, consequently, to the careful selection of lighting solutions. Within this framework, Artemide plays a key role: through its products, it defines a series of “islands of light” that articulate the exhibition space and guide visitors as they move through the showroom.

Filiale BMW Frankfurter Ring © Linus Lintner, courtesy Artemide

At the heart of the Munich showroom is Alphabet of Light, the lighting collection designed by BIG, with instantly recognizable circular forms. Minimal in appearance yet driven by patented optoelectronic and mechanical innovation, the system defines the space with precision. Large rings – 3.5 m in diameter, with three sizes available in the catalog – encircle the vehicles, highlighting them through a gesture that is both graphic and luminous. The effect is enhanced by a soft, evenly distributed light that aids both perception and comfort. Between these circular elements, a series of linear fixtures traces a path through the showroom, guiding visitors around the display and toward different models. For this installation, a custom RGBW version was also developed, creating a more immersive and dynamic experience that draws visitors in, directing their attention toward specific areas. With its patented optical system, Alphabet of Light delivers perfectly uniform, comfortable illumination with high efficiency and a CRI of 90.

The different configurations of this collection help create a sequence of distinct yet coherent atmospheres, giving the showroom a strong, unified identity while combining expressive clarity with excellent lighting performance. As a system, it draws tailored lines of light across each space and configuration, becoming an integral part of both the architectural language and the functional organization of the display areas – fully aligned with the project’s holistic, innovative and human-centered approach.