BMW x OPERA EXCELLENCE NIGHT
BMW GROUP X HUNGARIAN STATE OPERA
THE REFLECTION OF THE FUTURE – THE NEXT ACT.
o create something new. To open a new chapter. To evoke a new feeling. To see the world through new eyes.
But where do we draw inspiration from, and how can we continuously renew ourselves?
We explored this question through an exclusive evening of culinary-opera fusion, planned in collaboration with the assistant director and artists of the Hungarian State Opera, the Costes Group, and leading figures of the contemporary cultural scene—to bring the philosophy of the BMW Group to life in an unconventional form.
The embodiment of this shift in perspective was evident as guests, unsuspectingly seated in the auditorium after the welcome reception, believed they were about to watch a traditional performance. Following the opening opera excerpt—centered around a previous-generation 1960s Neue Klasse model—long dining tables and waiters were elevated onto the empty stage using the lift system, inviting guests into an entirely new dimension.
The four uniquely designed scenes symbolized the core values of the Neue Klasse and the BMW Group. Opera singers, ballet dancers of the Opera House, performers from the Eva Duda Dance Company, and a live instrumental set by IamYank surrounded the guests in 360°, using the full capabilities of the stage—at times deploying scenic elements around the audience, at other times elevating performers from unexpected locations via the lift system. After the performance, guests had the opportunity to support UNICEF through a charity program, and the limited SkyTop model was also unveiled—of which only 50 units exist worldwide.
The execution.
We had never built an event of such magnitude in just 4 hours. There had never been a rehearsal planned down to the minute weeks in advance, followed immediately by a performance.
The format.
A multi-course fine-dining dinner (for 150 guests) and a performance, along with BMW’s brand messages, were seamlessly integrated into a one-night-only immersive production.
The technology.
We combined the Hungarian State Opera’s stage and lighting technology with modern audiovisual solutions: from table projections to a translucent BMW “kidney grille” appearing in the royal box and various light installations, all contributing to a futuristic and artistic visual experience within a classical space.
