The Longest Reveal

With Moscow (and Russia in general) providing a happy hunting ground for European car manufacturers at present, what better place for BMW to make a splash and start the countdown for the European launch of the new 7 series later this year than in Red Square?

BMW has constructed a 12-metre-high glass hourglass (the world’s largest) against the backdrop of the Kremlin, St. Basil’s Cathedral and G.U.M. which was unveiled as the centerpiece of the Never Stand Still kick-off, party thrown for 400 invited guests and celebrities.

At the start of the build-up, more than 180,000 silver balls concealed the car, which was gradually unveiled as the balls fell to the lower level… making this reveal a thing of beauty, and in marked contrast to the ubiquitous, instant and cost-effective silk reveal. In other words, BMW has achieved standout.

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