KBC
The first stone? We prefer tire tracks set in stone.
The briefing was clear: BMW Belux didn’t want a typical groundbreaking ceremony. No minister in a helmet with a shovel. They wanted something iconic. Stylish. Just like the BMW Group.
Say no more, thought the OVAL team. For this press moment, we created an imprint of the future—literally and figuratively. On a narrow strip of white cement, three icons left their mark: the tires of BMW, MINI, and BMW Motorrad.
Behind the wheel: the CEO of BMW Group Belux, the Minister of Mobility, and the Mayor of Bornem. At just the right moment, each of them made a unique tire print in the semi-dry cement.
A lasting impression—and a subtle nod to what BMW stands for: movement, innovation, and the road ahead.
“On a warm Wednesday, we began construction on the BMW Group Belux headquarters. Minister Jean-Luc Crucke and Mayor Greet De Bruyn drove over wet cement—in true BMW style—creating a unique ‘artistic’ souvenir. As we already knew: a BMW, MINI, and motorcycle are modern art too!”
Jeroen Lissens
| Responsable Communication Corporate, BMW
