BGA in driving seat for BMW Japan site study

BMW Japan is planning a complete redesign of its 150 used car dealerships, and has appointed London consultancy Basten Greenhill Andrews to do a feasibility study and design pilot sites.

BGA’s relationship with BMW Japan started last year when it designed consumer literature and sub identities. The group has had a 12-year working relationship with BMW GB. There was no competitive pitch for this project.

Three Tokyo pilot sites are planned, and BGA designer Steve Slemmings is working on a feasibility study for the remainder. The consultancy’s brief includes architecture, signage, graphics and uniforms. There is no timescale for any aspect of the project as yet.

“BMW Japan’s used car dealerships all have different designs at the moment. We’ve been asked to establish consistency, create a brand,” says BGA creative director Ian Henderson.

The consultancy is also looking at BMW Japan’s overall brand direction and has just designed a new branding brochure to be launched in the next month.