BMW Welt: The Automobile as Event - Arts.21 23.09.2007

The curving, transparent structure is a dream of an automobile showroom. Following the lead of VW and Mercedes, now BMW has created a new temple to showcase its cars. BMW Welt opens on 17 October in Munich. Architect Wolf D. Prix, partner of the firm COOP Himmelblau and former enfant terrible of the Austrian design scene takes Arts.21 on an exclusive tour of the building. He tells us what he thinks of brandscaping, the fabulous opportunities offered by computing and public-private partnership (or P3).