Constructed for the International Automobile Show (Frankfurt am Main) the BMW stand “Dynaform” is an outstanding example of effective architectonic brand communication. The 5000m2 stand, developed by Frankfurt-based architects ABB, recognises and embodies specific core BMW brand values, notably the “Joy of Driving” and “Accelerated Space”. Seele collaborated extensively with ABB throughout the design and construction process to ensure that the concept design was effectively transformed into an end product that met all aspects of the Client’s satisfaction criteria.

The physical characteristics of the “Dynaform” – a 130m long, cylindrical & curved structure closed at both ends by massive “Dynagates” and comprising over 700t of steel construction - serve to clearly illustrate both the scale and complexity of the project. Seele’s 3-dimensional design and precision manufacturing expertise were essential for the success of the project, with key elements such as the “Dynaframes” (the primary structural members of the “dynaform”, and each comprising over 600 unique steel parts) assembled and welded in-house at Seele to maximise quality. Pre-assembled units were then transported to the project site, where the “Dynaform” structure was both assembled and clad, with a 7,190m2 glass-fibre reinforced PVC membrane, by our expert installation team.  

Architect: ABB Architects, Frankfurt