The Center Building Connecting BMW and MINI

Upon entering through the main entrance, visitors arrive at the Center Building, the facility's nexus. Designed by Klein Dytham Architecture (KDa), it houses a Nespresso cafeteria and conference halls. The BMW and MINI showrooms are arranged to its left and right.

Peter Kronschnabl, President of BMW Japan, commented, "This entrance is designed to draw people in. The cafeteria is where European luxury truly merges with Japanese hospitality. Here, guests can enjoy premium beverages and a luxurious interior." The conference hall, equipped with state-of-the-art AV equipment, can accommodate up to 400 people and is available for public rental.

The Cafeteria

The Conference Hall

A Showroom to Discover Everything New BMW

To the right of the Center Building from the main entrance lies the BMW showroom. Approximately 80 meters of linear display space showcases 20 BMW vehicles. In addition to sales consultations, BMW Genius consultants are on hand to answer questions and provide expert advice.

In recent years, BMW has focused on its "Individual" customization program, offering special options beyond standard packages. This showroom features a dedicated corner for these bespoke choices. A BMW M corner, inspired by race tracks with asphalt flooring and guardrail motifs, is also present.

Additionally, the facility includes an Isetta Bar café, a library, and displays of lifestyle collection items.

The Isetta Bar

Driving Simulator

A permanent driving simulator is also available. Utilizing an actual BMW i3, it allows visitors to experience a simulated drive through Odaiba in 2020. "We considered how to let even children without licenses experience the world of BMW, so we've displayed a real i3. When you turn the ignition on and operate the steering wheel, accelerator, and brakes, sensors detect the input, enabling a driving simulation," explained Masayuki Ijyuuin, BMW Tokyo/Osaka Project Director at BMW Japan.

This simulation, developed in collaboration with Mori Building to create 3D data, offers a three-minute journey from BMW Group Tokyo Bay to Toranomon, allowing participants to experience the i3's one-pedal driving.

A dedicated Motorrad corner is also part of the facility, showcasing 10 motorcycles and related accessories. Visitors are welcome to sit on the bikes to experience them firsthand.

MINI Showroom Featuring the Latest CI

To the left of the Center Building is the MINI showroom.

This showroom is designed according to the new corporate identity (CI) introduced with the MINI Clubman. Similar to the BMW section, it includes a JCW corner and a MINI Hub café. "The ceiling and walls are black, but the floor uses grey tiles instead of black," noted Ijyuuin. "While previous MINI showrooms featured pop-up orange frames and green chairs, this is now entirely monochrome in black and white. This new CI, mandated by MINI headquarters to elevate the brand's positioning, is being used here for the first time in Japan."

Test Drives to Experience the Limits of Driving

Outside, a workstation handles basic maintenance, and beyond it lies the facility's most distinctive feature: the driving area.

This is a "M" certified area by the manufacturer, equipped with night lighting and sprinklers, designed for experiencing skids, lane changes, and full braking. Safety is paramount, with surrounding guardrails and FIA-approved impact-absorbing materials.

Ijyuuin added, "You can enjoy test drives here that are impossible on public roads in the heart of Tokyo. We've even been encouraged by the Tokyo Metropolitan Government to put on demonstrations with tire squeals to entertain our customers."

BMW refers to this facility as a "Lighthouse Project." The lighthouse, a symbol of guidance, aims to set a standard for all showrooms nationwide.

While other importers and manufacturers are creating brand shops, BMW's strategy is to integrate brand experience directly into sales locations. "There are wonderful ideas like showrooms that don't sell cars. However, our strategy is that places to experience the brand must be an extension of our sales points," stated Ijyuuin, emphasizing that this facility is a directly managed store.

Location: 2-2-15 Aomi, Koto-ku, Tokyo 135-0064
Nearest Stations: Tokyo Waterfront City Line (Yurikamome) Museum of Maritime Science Station, Tokyo Waterfront City Line (Yurikamome) Aomi Station, Rinkai Line Tokyo Teleport Station
Site Area: 27,198 m²
Total Floor Area: 7,176 m²
Exhibition Vehicles: 28 BMWs, 11 MINIs, 10 Motorcycles
Test Drive Vehicles: Typically 60-70 (up to 100)
Conference Hall Capacity: 250 (up to 400)
Visitor Parking: 100 spaces (up to 300 when including the driving area)