BMW Korea successfully concluded the ‘BMW Excellence Lounge,’ which took place from the 9th to the 15th, catering to BMW luxury class customers.
Since 2018, the BMW Excellence Lounge has been an annual event designed for BMW Excellence Club members and potential customers awaiting delivery of BMW luxury class models. It offers a unique cultural experience and differentiated value exclusive to BMW through this private event.
This year’s BMW Excellence Lounge, held at a special venue in Gangnam, Seoul, revolved around the theme of ‘taste’ and aimed to satisfy all five senses with gourmet food, cultural and artistic experiences, and sports, showcasing BMW’s premium values.
The expert-led classes held from the 9th to the 15th included ▲Sommelier Jung Ha-bong’s ‘Wine Class’ ▲Tea Sommelier Kim Young-ah’s ‘Tea Class’ ▲Chef Seo Ho-young’s ‘Food Class’ ▲Barista Do Hyung-soo’s ‘Coffee Class’ ▲Star Golfer Choi Na-yeon’s ‘Golf Class’ with 9 wins on the LPGA Tour ▲Jewelist Park Da-hee’s ‘Jewelry Class’.
Participants in the expert-led classes were given the opportunity to test drive BMW luxury class models along with a lunch or dinner provided by Chef Seo Ho-young from the modern Korean fine dining restaurant ‘Orium.’ The course meal featured a special BMW signature menu and beverages inspired by BMW luxury class models, providing an unforgettable experience for attendees.
Additionally, on the 12th and 13th, a concert featuring renowned artists active domestically and internationally was held. On the 12th, pianist Lim Hyun-jung, the first Korean to top the Billboard Classical Chart, captivated the audience, while on the 13th, singer Sung Si-kyung delivered a fantastic performance.
With over 900 attendees, this BMW Excellence Lounge event showcased a diverse program, evidenced by the rapid sell-out of the concert within just 3 minutes and fine dining sessions, which sold out within two days despite high ticket prices (150,000 KRW for lunch and 250,000 KRW for dinner), proving the event’s growing popularity each year. A portion of the participation fees collected will be donated to the BMW Korea Future Foundation.
At the BMW Excellence Lounge, the latest BMW luxury class models were displayed, including the all-electric flagship sedan, the new i7, the new X7, the high-performance SAV new XM, and the new M850i xDrive Gran Coupe. A docent program was offered to convey the values of BMW’s progressive ‘Forwardism’.
Meanwhile, BMW Korea defines its flagship model lineup as ‘BMW Luxury Class,’ which includes the X7, 7 Series, and 8 Series Coupe, and operates a premium membership program, the ‘BMW Excellence Club,’ for luxury class customers. Members of the BMW Excellence Club enjoy a variety of benefits encompassing both vehicle services and cultural experiences.
The successful BMW Excellence Lounge held in Seoul plans to expand its program nationwide from June to provide BMW’s unique differentiated value in even more locations.
Lee Sang-jin daedusj@autodiary.kr