China know how to throw an event to launch a new product. For the BMW X7 unveiling at Auto Shanghai week, they created the X7 mansion around a swimming pool.
The pool, built in the early 20th century, with columns surrounding the deck, became the stage for the Aquabatix synchronised swimmers and dancers from CPG Concepts. CPG Concepts, who Aquabatix have collaborated with before including a previous launch event for BMW, created an atmospheric theme for the dancers and synchronised swimmers to build up to the unveiling of the BMW X7. Aquabatix choreographed a lyrical routine to fit with the brief from the client and their product overview.
Dancers started off on their podiums in the pool to build the atmosphere. The Aquabatix synchronised swimmers appeared through the mist as they walked on gracefully to the stage. Diving into the water one by one, the swimmers performed a creative routine with artistic movements and strong dynamic moments. This built up to the women creating the BMW logo with their bodies and culminating with one swimmer being lifted out the water and turning as she disappeared whilst the car was revealed.
The guests clapped in delight at the artistic manner in which the car was launched. The event featured in the South China News and the Wall Street Journal.