BMW Italia is marking the launch of the new iX3, the first vehicle in its Neue Klasse lineup set to hit dealerships on March 7, 2026, by stepping away from traditional marketing channels. The company aims to create a tangible experience that connects innovation, design, and audience engagement. This experiential communication project will feature physical installations and digital content, inviting the public into BMW's new vision for mobility.

From February 24 to March 9, the Rinascente Milano in Piazza Duomo will host "L’Era Nascente," a dedicated pathway celebrating a new era in mobility. This strategic location is not merely coincidental; it symbolizes Milan's intersection of style, experimentation, and high visibility. Within this context, BMW Italia plans to establish a creative presence designed to attract a broad audience and effectively communicate the brand's vision.

The initiative not only emphasizes BMW's commitment to innovation but also showcases how the company is adapting its marketing strategies to involve consumers more directly. By integrating digital and physical experiences, BMW aims to make a lasting impression on potential customers, reinforcing its position in the competitive automotive market as it prepares for the arrival of the new iX3.