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Recently popping up in the Harajuku district in Tokyo is a gallery like no other! ‘FREUDE’ by BMW is a space that combines fashion, art and car design. For just 1 month, visitors can partake in a luxury experience which includes workshops with artists and fashion brand collaborations!

A poster of the 'FREUDE' by BMW pop-up art gallery
‘FREUDE’ by BMW is a first for Tokyo in many ways!

The goal behind all of this is to boost BMW’s brand presence in Tokyo and offer a new point of interaction for people in the luxury market. In a world first, the new BMW XM will also be presented to the public at this pop-up gallery. It’s a landmark event because this is the first BMW Motorsport (M) car to be powered purely by electricity!

An exterior photo of the pop-up 'FREUDE' by BMW gallery
Watch for more pop-up galleries like this around Tokyo in the upcoming year!

‘FREUDE’ by BMW is rather special too because the collection has been curated by David Fischer, founder of German luxury lifestyle magazine ‘Highsnobiety‘. Presenting a unique fusion of both Eastern and Western cultures under one roof is a rather special experience. All made even better by the local presence of Harajuku based fashion store GR8 which stocks niche luxury brands and underground labels! GR8 will approach the BMW XM from a “fashion perspective”.

Tokyo residents keep an eye out because BMW will be bringing more of these pop-up galleries to life over 2023 and 2024!

Thanks for reading! For more BMW news and reviews, visit Tarmac Life.

Words by Matthew D’Souza, pictures courtesy of BMW PressClub Global.

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