The launch of BMW’s 7 Series was an event that carried the weight of expectation surrounding the latest Ultimate Driving Machine. Mike Mizrahi and Marie Adams were approached to create a launch that would be memorable, successful and welcoming. Guests were seated around a dinner table and enjoyed presentations by BMW’s head designer Chris Bangle. Then on cue highly sophisticated engineering propelled the whole room to suddenly float along a purpose built canal and deliver the guests to a displayed 7 Series BMW vehicle; allowing them the opportunity to closely inspect the car while still enjoying the conviviality of their dinner companions. Over the 6 week launch period the hundreds of guests who attended all experienced an intimate experience that captured the essence of the BMW 7 Series.