BMW Korea Renovates Yeongjongdo Driving Center on Its 10th Anniversary of Opening

BMW Korea announced on the 18th that it has reopened the 'BMW Driving Center,' an automotive complex cultural space located in Yeongjongdo, Incheon, after a complete renovation.

BMW Korea first opened the BMW Driving Center in Yeongjongdo, Incheon, in 2014. Marking its 10th anniversary this year, a large-scale remodeling began in August.

The newly reopened BMW Driving Center has been designed as a space that more deeply conveys the brand value of the BMW Group. The vehicle exhibition space, the 'Brand Experience Center,' has been extensively renewed to become a space where visitors can explore the history and culture of each brand within the BMW Group, including BMW, MINI, and BMW Motorrad, as well as various models.

BMW Plaza at the BMW Driving Center located in Yeongjongdo, Incheon. Provided by BMW Korea

At the Brand Experience Center, BMW Korea removed the walls that divided the space, adopting the BMW Group’s next-generation exhibition space concept called 'Retail Next.' This was designed to incorporate the concept of 'seamless' flow, allowing visitors to move smoothly through the space.

Visitors can view the latest vehicles from BMW, MINI, and BMW Motorrad along a single route. The exhibition vehicles, which were previously arranged in a standardized format, are now naturally placed along the visitor flow, and lighting, landscaping, and exhibits have been designed to create a warmer and more comfortable atmosphere, considering an emotional experience.

Vision Forum at the BMW Driving Center located in Yeongjongdo, Incheon. Provided by BMW Korea

A new auditorium-style space called the 'Vision Forum' has also been established for communication with visitors. Equipped with a large LED display, lighting, sound system, and tiered seating, the Vision Forum provides various content about BMW’s future technologies and visions, as well as concept cars and other vehicles.

On weekends, this space hosts vehicle introductions by BMW and MINI product geniuses, car-talk sessions with BMW Group certified instructors, and lucky draws for visitors.

MINI exhibition zone at the BMW Driving Center located in Yeongjongdo, Incheon. Provided by BMW Korea

Additionally, the BMW Luxury Class Lounge and Sales Lounge have been designed to offer a unique luxurious atmosphere by modernly interpreting traditional Korean colors, patterns, and decorations. This aims to convey a special Korean sensibility not only to domestic visitors but also to foreign tourists visiting the center.

The diorama (realistic model) providing information about the BMW Driving Center’s buildings and track was developed in collaboration with illustrator Jung Hyun Choi, incorporating digital animation. The animation displays the four seasons and day and night scenes of the BMW Driving Center as backgrounds for various facilities, offering an engaging visual experience.

The BMW Driving Center operates from Tuesday to Sunday, 9 a.m. to 6 p.m., and is closed every Monday.