Target to completed mid of 2022, BMW Pattanakarn Srinakarin was applied the new brand identity of BMW, probably the first outlet in Thailand. The new concept of Customer Stage elevate a higher level of engagement between customer and the product. The idea of “ Signature Experience” was developed holistically through senses of visual, acoustic, aroma, taste and touch. These concept was applied in detail on the way of display setting, light and sound, food and beverage, digital interactive devices, music or even sound effect in elevator, initiate new experience in Handover, Service Reception, dedicated BMW GKL and BMWi, dedicated BMW M as well as the Premium Selection with long span structure which flexible to host the large scale marketing event. The staff’s workplace getting small but dynamic with co-working setting, also more synergy with internal mini town-hall space. The connected mezzanine generate a customer journey Surround the central atrium with natural daylight.