The new BMW 2 Series Gran Coupé made a stunning debut in an exclusive, technology-forward setting at ApeFest 2024 in Lisbon, where BMW showcased its latest model alongside an innovative in-car gaming experience. Held annually by the Bored Ape Yacht Club (BAYC), ApeFest is a prominent gathering for holders of the BAYC NFT collection by Yuga Labs, renowned for its 10,000 unique digital ape characters. The event draws a Web3-savvy audience passionate about digital innovation, a fitting match for BMW’s forward-looking brand.
BMW brought an interactive edge to this year’s ApeFest by introducing a customised, BAYC-inspired BMW 2 Series Gran Coupé designed through an art contest. Rida, a 3D artist from Dubai, created the winning design, known as the “ApeCar.” This one-off model features a sleek exterior with golden accents and a mosaic of ape silhouettes symbolising community spirit. BMW also enhanced the vehicle with exclusive BMW M Performance Parts to accentuate its sporty appeal. BAYC members had the opportunity to register their interest in purchasing this exclusive model, which BMW will customize according to the buyer’s market and equip with unique digital features.
A highlight of the ApeFest experience was BMW’s integration of “Dookey Dash: Unclogged” into the vehicle, an in-car game created in collaboration with Yuga Labs. The game, part of the BMW Digital Premium package powered by BMW Operating System 9, offers a thrilling endless-runner experience where players navigate a 3D model of the BMW 2 Series Gran Coupé through a vivid underwater realm. Available for iOS, Android, and soon for all BMW models with OS 9, this game exemplifies BMW’s digital innovations, offering a unique entertainment option for passengers while the vehicle is parked.
ApeFest provided an ideal platform for BMW to engage the BAYC community, known for its enthusiasm for digital technology and creativity. This showcase underscored BMW’s dedication to delivering both cutting-edge automotive experiences and digital solutions that appeal to the Web3 generation.
