The Sanyuanli

The X2 in China was known as a grocery shopping car. Instead of shying away from this, we made it the coolest car to shop. How? A takeover of one of the iconic Sanyuanli wet market in Beijing, rebranded by BMW’s X2. The visual identity for THE X2 that was applied across the whole market, from market vendors to attire to items for sale. The Sanyuanli became the hottest “instagrammable” location in town, with KOLs flocking to the market to check in. In the market, we created our own X2 store, with a X2 Sanyuanli fashion collaboration for exclusive purchase. The integrated campaign came together with OOH, digital, social and experiential, all reinforcing The X2 as the coolest ‘grocery shopping car’ in town.