The architectural concept is therefore based on the individual experience and novel discovery of the brand and its products. The BMW trade stand is over spanned by a communication band consisting of LEDs. The architectural principal is based on the diverse vertical slabs and horizontal layering of platforms and stages, which spatially interweave.The world premiere of the BMW Concept 5 Series Gran Turismo is the highlight of the brand appearance. Playing on a spatial paradox, the compact exterior appearance of the car is put in scenographic contrast to the spacious and exclusive interior. While the car is turning in one direction, it is over layered by a sculpture of screens moving in the other direction. Analogous to an art gallery, digital windows are integrated in the surrounding travertine walls, becoming a part of the storyboard.