There’s no getting around BMW when considering the theme of architectural branding. That BMW is well-versed in using architecture as a branding tool has been well-known even before Zaha Hadid’s central building for the BMW production plants in Leipzig (2005) or Coop Himmelb(l)au’s BMW Welt which opened in Munich in the fall of 2007. The Austrian architect Karl Schwanzer (1918-1975) already built a timeless yet forceful landmark in 1973 with the administration tower and museum. BMW has always been keen to explore the interface between brand, architecture and movement/mobility, as well as the possibility to make these externally visible and open to experience. This also finds its expression in the company’s large-scale fair booths, and its slogan "The Art of Being BMW" culminates in the worldwide unique BMW Welt, its experience and delivery centre in Munich. Around 850,000 yearly visitors are expected. Next to the exclusive presentation of all car series and motorcycles, multimedia shows and exhibits provide insights into research, development, design and production, thus making it possible to comprehensively experience BMW as a brand and company. Space-filling installations provide dramaturgy of the highest quality. Thomas Muderlak, Launch Manager and Head of International Trade Shows for BMW Group Munich, will share his insights into BMW’s successfully established branding world and discuss which factors make for successful brand architecture.
Thomas Muderlak studied Business Administration a.o. at Cornell University, Ithaca/New York (1993), the Fachhochschule Munich (1993–1997) and Napier University in Edinburgh/UK (1995). He began his professional career as Executive Assistant at the Paulaner Brauhaus Consulting in Munich (1997–1999), then at Erdinger Weissbräu in Munich, first as Executive Assistant Marketing and Distribution(1999–2001), then as Head of Marketing (2001–2002). His remarkable career at BMW Group was launched in early 2003 as Project Director for Corporate & Brand Identity.
