MAGAZINE February 9th, 2022

BMW Sustainable Mobility Partner di WHITE | SIGN OF THE TIMES 2022

White Milano, the Fashion Trade Show with focus on the most interesting names in the international fashion scene, on the SMEs, and on premium Italian craftsmanship, has launched a strategic partnership with the Italian branch of BMW, as of the February 2022 edition of the womenswear Fashion Trade Show. An agreement that brings together transversal partners, who share the target of disseminating a system of values focussing on sustainability and circular economy.

The partnership translates into a storytelling based on their shared values, capable of emotionally engaging the audience of a smart city like Milan through an effective pre- and post-event communication plan. A project that involves the activation of a program zooming in on training and information, the drivers of innovative vision, for an audience of environmentally- conscious insiders and end-consumers, who value sustainability.

Two fully electric BMW models will go on show with a striking installation in the iconic venues Superstudio, in via Tortona 27, and Padiglione Visconti, via Tortona 58. With BMW i4, fully electric mobility hits the nail, as well as the core of the brand BMW, matching the pleasure of emission-free driving and the signature sporty and dynamic flair of BMW, with the great autonomy, stylish design, spaciousness and manageability of Gran Coupé.

An in-store event in the new venue House of BMW in via Verri will combine the launch of the model with a niche of selected sustainable, up-coming brands.

An initiative that is fine-tuned with the statement made at COP26 in Glasgow by Oliver Zipse, President of the Board of Directors of BMW AG: "The key to sustainability is innovation: innovative technologies, but also a creative mindset that rejects boundaries. Most importantly, we ought to choose and pursue a binding path with well-defined objectives. Enough with waiting. Enough with strategies. It’s time to act. Now".

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