BMW Goodwood Festival of Speed

The Halo Group worked with TRO & BMW on an exciting temporary structure project at Goodwood Festival of Speed in the summer of 2019.

The ‘BMW M Town’ featured many of the manufacturer’s latest M models, with the stars of the stand being brand new cars. BMW is renowned for their stand designs at Goodwood, and the 2019 show was no exception. Here, guests were entertained by interviews with racing drivers, performances by parkour runners, a rolling trackway where guests could test drive a BMW G310 R and of course prime views of the track. M Town positioned BMW as an experience brand giving its customers something truly memorable at this year’s show.

Lead agency TRO approached The Halo Group with a very defined creative brief. Their team of experienced designers based their concept renders on our unique modular steel build system and understood its capabilities well. As such, they were able to brief us with a well conceived visual from the outset. Our challenge was to provide the technical solutions behind the design to help BMW achieve their campaign goals through an exciting and highly original activation at Goodwood Festival of Speed 2019.

M Town was made possible through both the use of The Halo Group’s modular temporary structure system and our in-house technical expertise. To achieve the end result, we used a combination of our standard temporary structure components along with specially designed elements including reinforced flooring, bespoke handrails, specialist roofing and drainage solutions and a broad range of features to enable multiple different finishes to be applied directly to our frame. These included glass window panes, different types of cladding, a range of finishes such as concrete effect, tiling & brickwork and the BMW branding elements. Our in-house team created detailed designs of the frame and its constituent parts at our London HQ before moving into the fabrication process. We also engineered many of the finishes such as the metallic cladding finishes, frosted perspex handrail infills, polycarbonate roofing sheets and various other features.

For the build, we created a 31.5Mx16.5M reinforced deck using our temporary structure system. This was designed to be able to withstand the weight of multiple vehicles on display and high footfall numbers of attendees. On top of the deck, we built a 5mx25m two storey structure which included a mezzanine level to house the activation’s viewing platform, a bar ,lounge area, the members ROAR club and VIP area. A raised section at one end stood at 9m in height, prominently displaying BMW’s logo and branding. The downstairs area was split into different experiences including the BMW Tuning Garage, a merchandise shop and various car displays.