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BMW introduced its new 2 Series Gran Coupé to the world in an extraordinary debut at Lisbon’s ApeFest 2024, held by the Bored Ape Yacht Club (BAYC). This annual event, celebrated among NFT enthusiasts and digital visionaries, provided a unique platform for BMW to engage with a tech-savvy audience that resonates with its innovative brand. BAYC, known for its exclusive NFT collection, attracts a community that thrives on creativity and next-gen tech—a perfect match for BMW’s forward-thinking spirit.
During ApeFest, attendees were given an exclusive first look at the sleek 2 Series Gran Coupé, which dazzled with its sporty appeal and modern design. Showcasing its gaming-friendly technology, the car’s interior experience included in-car access to “Dookey Dash: Unclogged,” an exhilarating endless-runner game created by Yuga Labs. Players can now navigate BMW’s 2 Series through this interactive world on various devices, with the game set to launch soon for all BMW OS9 vehicles equipped with the Digital Premium package.
Adding a personal touch, the BAYC community participated in an art competition to design a special edition of the car. The winning design, created by Dubai-based artist Rida, adorned the Gran Coupé in a striking mosaic of ape motifs—a nod to the BAYC community and BMW’s commitment to unique style. The model was completed with BMW M Performance Parts, delivering a sharper, bolder aesthetic that captivated event-goers.
BMW’s presence extended beyond the automotive sphere with an exclusive BMW Lifestyle collection tailored for ApeFest attendees. Iconic pieces like the BMW Mechanics Jacket featured NFC patches, allowing community members to interact and connect, embodying the spirit of digital engagement. Attendees could further personalize items with in-store print customization, enhancing the exclusive appeal of BMW’s collection.
ApeFest 2024 proved a fitting stage for BMW’s 2 Series Gran Coupé launch, blending real-world automotive elegance with digital innovation. The event underscored BMW’s commitment to engaging future-ready audiences and pioneering immersive experiences for drivers and enthusiasts alike.
