BMW debuted its latest 2 Series Gran Coupé in an exclusive reveal at ApeFest 2024 in Lisbon, hosted by the Bored Ape Yacht Club (BAYC). The tech-forward event marked a prime opportunity for BMW to unveil its sleek, high-performance four-door model to an audience known for their digital and creative acumen. Stefan Ponikva, BMW’s VP of Customer Formats and Brand Experience, highlighted that the ApeFest community, driven by Web3 innovation, was the perfect setting to introduce the car’s groundbreaking digital integrations.
Among the standout features, BMW collaborated with BAYC’s creator, Yuga Labs, to integrate the 2 Series Gran Coupé into a beta version of the popular in-car game “Dookey Dash: Unclogged.” Players can now drive a virtual version of the car through an immersive underwater race, a unique addition made possible through the BMW Digital Premium package. Powered by BMW’s Operating System 9, the game is compatible with iOS and Android, and the 2 Series Gran Coupé will be available as an in-game vehicle for a fully interactive experience.
In celebration of the event, BMW also hosted an online art contest within the BAYC community to design a one-off model, with Dubai-based 3D artist Rida emerging as the winner. His ApeCar-themed design, adorned with BMW M Performance Parts and featuring cartoon ape mosaics, underscores the model’s sporty elegance and ties to the community. Bored Ape and Mutant Ape NFT holders attending ApeFest were even invited to register interest in purchasing this exclusive custom vehicle.
Beyond unveiling its latest model, BMW introduced attendees to the M Mixed Reality (MMR) experience, where drivers navigated a virtual Lisbon in real BMW M vehicles. Enhanced with BAYC-inspired elements, MMR allowed users to race through cityscapes populated with apes, unicorns, and virtual obstacles, blending digital and physical experiences in real-time.
Reflecting the BAYC community’s appreciation for custom gear, BMW also offered a unique ApeFest-inspired Lifestyle collection. This collection, headlined by a BMW Mechanics Jacket with NFC capabilities for member interaction, was a hit at the event’s pop-up shop.
As BMW pushes into the digital frontier with Web3, ApeFest 2024 demonstrated the brand’s commitment to aligning high-performance engineering with immersive digital experiences. The future buyer of the bespoke 2 Series Gran Coupé will receive a car equipped with exclusive features tailored to their preferences, continuing BMW’s legacy of innovation and customer-centric design.
