Project context
BMW Importer Conference 2025 is the annual event where BMW Group gathers importer and dealer partners from Asia Pacific. For the Jakarta edition, our partner BMW Eurokars Auto received the Gold Award Performance League and needed a conference setup reflecting BMW brand premium tier: proper stage, brand wall, lounge area, and handover display for the award vehicles.
Magna Production came in as production partner for physical execution: stage fabrication, LED-ready backdrop, booth branding, and custom furniture for the lounge area. Creative and visual supplied by BMW brand team; we handled build and install.
Scope of work
- Main stage 12 x 6 meter with modular LED-ready backdrop
- Brand wall at registration area, matte black finishing with metallic BMW logo inlay
- Lounge area with custom low table and modular seating
- Handover zone for award display — custom pedestal with controlled lighting
- Wayfinding signage from lobby to conference room
Challenge: uncompromising brand tier in a 14-day production window
BMW has strict brand guidelines — material, color, and finishing details cannot miss. Usually projects at this tier need 21 – 28 production days. We had a 14-day window from PO confirm to install. Three things had to happen: spec approval, material lead time, and install window at a venue that only opened 12 hours before event.
How we executed
- Day 1 – 2: BIM workshop with BMW brand team to lock spec (matte black Pantone Cool Gray 10C, brushed aluminum inlay, 3mm radius edge finishing). Shop drawing approved end of day 2.
- Day 3 – 4: Material sourcing in parallel — grade MDF for base, aluminum composite for facade, cast acrylic for logo inlay. CNC workshop in Bekasi started cutting day 3.
- Day 5 – 10: Production at workshop. Stage structure assembled separately from backdrop for flat-pack transport. Finishing paint with Pantone matching via in-house paint booth.
- Day 11 – 12: Internal QC — test assembly at workshop, check alignment, check finishing under venue-spec lighting temperature.
- Day 13: Transport to venue. 2 trucks, 1 trailer for stage deck.
- Day 14: 12-hour overnight install window. Crew of 16. 6 AM handover to BMW brand team for dressing and rehearsal.
Details that needed extra attention
- Matte black finishing — BMW spec does not allow glossy. In-house paint booth used two-coat dry-spray technique for deep matte finish that is neither reflective nor chalky.
- Handover pedestal — had to be load-bearing for the award vehicle on display. Internal steel structure wrapped in BMW finishing panel.
- Edge detail — 3mm radius on all panel edges. Small detail that keeps backdrop from looking "amateur sharp" in close-up photos.
- Seamless panel joints — 1.2m × 2.4m panels joined with max 0.5mm tolerance so no visible join lines on main backdrop.
Results we observed
Install completed on schedule. BMW brand team passed QC first round with no major rework. Event ran 2 days, dismantle overnight after closing session. Reusable parts (modular stage + matte black panels) went into BMW Eurokars inventory for future events.
What we learned: for automotive premium tier, fabrication quality is not just "no visible defects" but numerical tolerance consistency across all panels. A workshop with its own CNC and a humidity-controlled paint booth is a requirement, not an option.
Related services
- Exhibition & Event Booth — stage, backdrop, brand wall
- Custom Furniture — lounge seating, low table, pedestal
- CNC Services — precision panel and inlay fabrication
