If you take the name off any typical car showroom it is virtually impossible to tell which brand was there.
No fashion retailer would accept such architectural anonymity and given that the options available mean that each modern luxury car is virtually a bespoke creation, JHP have designed the new era of American BMW showrooms as almost couture experiences.

Children can help parents design the car of their choice with buckets of tailored Lego. When ready, customers are invited to meet their car at its birthday before launching their driving life together after a quiet and reflective moment in the pre-road airlock.

JHP are working closely with New York's Anomoly advertising to ensure the showroom design works through the line with all other aspects of brand development.