Crafting “Level ///M”.
In early 2025, BMW rewrote the rules of auto show engagement with a first-of-its-kind brand takeover dubbed “Level ///M”—an all-out transformation of an entire exhibition floor into a fully immersive celebration of BMW’s high-performance M Division. Staged at the CIAS in downtown Toronto, the activation claimed all of the Level 600 concourse of the MTCC, a central artery for foot traffic between the show’s major halls and a non-traditional place to execute a brand experience.
BMW didn’t just occupy a space. It owned it!
And Kubik was the engine behind the execution—trusted to transform bold vision into bold reality.
Engineering a Takeover Experience.
Kubik collaborated with BMW’s North American experiential team to deliver a cohesive, high-impact brand world that pulled visitors deep into the BMW performance lifestyle. We led the exhibit design, production, fabrication, installation, and on-site coordination—all executed within an aggressive timeline and across a complex, high-traffic venue.
Kubik helped create a fully immersive Level ///M experience that went far beyond static car displays. This was performance you could feel.
Exhibit Highlights.
The Level ///M installation unfolded like a curated narrative through BMW’s heritage, innovation, and forward-thinking performance:
- World + North American Debuts: Featured models included the all-new BMW M4 CS and the powerful, long-awaited M5 Touring, plus next-gen electrified models like the i4 M50 and iX M60.
- Immersive Zones: Attendees stepped inside interactive spaces tailored to ignite emotion—from legacy storytelling to future-focused tech displays. Visitors could get up close with a V8 hybrid race car and share the moment at branded photo ops.
- Café Culture Meets Performance Culture: A premium café experience (hosted by Found Coffee) was built into the layout, creating a lounge environment where fans could relax, recharge, and connect with the brand over a flat white and a good conversation.
- Dynamic Touchpoints: Test drives of key performance models were offered just outside the venue, creating a direct line between exhibit engagement and real-world product interaction.
Audience Engagement at Scale.
Because Level 600 served as a mandatory passageway for all AutoShow traffic, the activation reached virtually every single visitor to the event—more than 300,000 people over the course of ten days. That strategic location, paired with deeply layered storytelling, helped turn casual browsers into brand advocates.
BMW also incentivized participation with prize draws, digital content capture stations, and activations designed to connect with younger, tech-forward audiences.
Kubik’s Role.
Kubik managed everything behind the curtain—exhibit design, content creation, structural engineering, modular exhibit build, AV integration, and site logistics across multiple partners and teams. We ensured that BMW’s vision translated into a fully realized brand environment that met the highest standards for finish, functionality, and crowd flow.
In a live, high-volume environment like CIAS, seamless execution is critical. Kubik delivered on time, on brand, and on point.
The Impact.
Level ///M wasn’t just a showpiece. It was a statement—that automotive storytelling doesn’t have to happen within a 10×20 footprint or behind velvet ropes. It can live in fully immersive environments that entertain, educate, and emotionally connect.
The project also signaled a new era for automotive events: where a brand can transform transitional spaces into immersive destinations, and where a hallway becomes a headline.
Kubik helped BMW turn that idea into reality.