Bmw iX and Neue Klasse arrive in Milan at Rinascente with the Era Nascente exhibition
Until 9 March, the new BMW iX3 lands in the centre of Milan
Key points
Bmw iX3 chooses an unusual showcase to make itself known to the general public. The setting is La Rinascente Milano Piazza Duomo, where "L'Era Nascente" is staged, an exhibition dedicated to the Neue Klasse and the first model marking its debut. The eight shop windows overlooking the square and the interior areas of the escalators have been transformed into narrative spaces with three-dimensional graphics, animations and content generated with advanced digital tools. Not a simple static display, but a visual narrative designed to intercept a wide audience, beyond that of fans and regular customers.
Bmw in Rinascente
The project is a collaboration between BMW Italia, ServicePlan Italia and iProspect and aims to explain in an accessible way what is behind the brand's new electric generation: dedicated architecture, greater efficiency and a leap forward in terms of autonomy and recharging. On floor -1, an interactive area has been set up that explores the themes of electric mobility and invites visitors to engage with future scenarios.
House of Bmw
To see the car live you have to move a few hundred metres, to the House of Bmw in via Manzoni 41. Here the iX3 shows itself in its final configuration and inaugurates the Neue Klasse season in Italian dealerships from 2026.
