BMW's Brand Store Opens in Moto-Azabu Hills with the Concept "Joy of Driving"
BMW
Brand Store Opens in Azabudai Hills Featuring a Cafe, Japanese Restaurant, and More
BMW has opened its brand store, "FREUDE by BMW," in Azabudai Hills on Saturday, June 1st. On the first floor of the store, "CAFÉ & BAR B," which proposes a new style of cuisine by fusing German traditions with Japanese ingredients, has also opened, promising a space for diverse brand experiences.
Test Drives of Latest Models Available
Opened with the concept of "The Joy of Driving," the store aims to allow visitors to experience the brand's appeal in various forms within a sophisticated space that aligns with the BMW brand, fostering a closer connection to it.
The first floor will exhibit BMW's latest models and globally rare vehicles. A reception desk for booking test drives of the latest models will also be available.
A retail area is also set up on the first floor, selling apparel exclusively available here as part of the BMW Lifestyle Collection, making its Japan debut.
Also on the first floor is the cafe & bar "CAFÉ & BAR B." Here, in a space reminiscent of a sophisticated social hub for adults, guests can enjoy food and drinks that reinterpret German philosophy—which values heritage in industry, culture, and art—through Japanese craftsmanship and quality. The offerings are perfect for a wide range of occasions, from lunch and coffee breaks to dinner and drinks.
For lunch, the menu draws inspiration from traditional German dishes, featuring items made with carefully selected ingredients like Toyonishi beef, Daisen chicken, Kujo leeks from Kyoto, and Awaji Island pasta, alongside a variety of fruit juices made from fresh fruits.
Particularly noteworthy are the "Reuben Sandwich," a perfect harmony of pastrami beef, the tang of sauerkraut, and cheddar cheese, and the "Spätzle," a novel pasta dish made with a luxurious ragu sauce crafted from Japanese black beef. The menu offers dishes that promise to energize your day.
The "Exclusive Lounge" on the second floor showcases sophisticated interiors and art that embody the BMW world. It can also be utilized as a space for fostering community and interaction through seminars and workshops.
Also on the second floor, the "Atelier" offers an experience of BMW's craftsmanship through the "BMW Individual Order Made Program." Here, surrounded by color and leather samples, visitors can receive luxurious service from staff.
Furthermore, a Japanese restaurant, "MUDAI," will open on the second floor in July. This eight-seat counter restaurant will be helmed by a chef who honed their skills at a renowned, strictly referral-only establishment, including a three-Michelin-star restaurant in Tokyo, offering a new form of Japanese cuisine that blends carefully selected ingredients with exceptional technique.
"FREUDE by BMW" serves as an information hub delivering the "joy" that BMW brings. With plans for various brand experiences, including vehicle displays and events, this BMW brand store is one to watch.
FREUDE by BMW
Location: Azabudai Hills Tower Plaza 1F/2F, 1-3-1 Azabudai, Minato-ku, Tokyo
Hours: 11:00 – 22:00
Website: https://www.bmw.com/ja/freude-by-bmw.html
Contact
BMW Customer Interaction Center
Toll-free: 0120-269-437 (Weekdays 9:00-19:00, Weekends & Holidays 9:00-18:00)
http://www.bmw.co.jp
