First Stand-Alone BMW and MINI Lifestyle Boutique Opens in the Middle East

The first stand-alone BMW and MINI Lifestyle Boutique opened in Mercato
Mall in Dubai, United Arab Emirates, inviting fans to express
themselves with a range of fashionable and original lifestyle wear and
accessories. In an unprecedented step for BMW Group dealers worldwide,
AGMC, exclusive BMW Group importer for Dubai and Northern Emirates,
introduced the BMW and MINI Lifestyle Boutique as a stand-alone concept
in an up-market shopping mall. The BMW and MINI Lifestyle Boutique is
an opportunity for all BMW and MINI owners and enthusiasts to delve
deeper into the worlds of the BMW and MINI brands. The Continuation
of "Driving Pleasure" BMW's Lifestyle Collection Innovation,
dynamism, aesthetics and authenticity: the BMW Lifestyle Collection
displays the same main characteristics as BMW automobiles, BMW
motorcycles and BMW bicycles. Whether we are talking about a full-size
vehicle, a miniature or an accessory, the BMW brand name is always
associated with the highest standard of quality, flawless material,
painstaking craftsmanship and striking design. And these features have
been successfully incorporated in the lifestyle products as well, in
line with the company's philosophy. Jackets, leather articles, and
sunglasses: all products are made in cooperation with the best partners
in the respective industry. The materials used and the finished
collection is subjected to the same certified quality controls as BMW
cars and motorbikes. The materials are innovative, durable and
functional. BMW chief designer, Chris Bangle, who also supervised the
development of the Lifestyle Collection, has defined the guiding
principle: "Our collection derives its style form the essence of
the brand name, because only coherent character can define an
individual style." For BMW, credibility means only launching
authentic products or designs. The credibility of the brand is a result
of the overall message of everything BMW brings out. The result is
products that convey various faces of the world of BMW: the joy of
movement and sensuous experience, intellectual agility, the Lifestyle
Collection is every bit the equal of BMW automobiles. The iDrive is to
the BMW 7 Series what the Z-watch is to the accessories: the first
automatic digital watch in the world. BMW has been bringing out
accessories since the mid-70s. The BMW Lifestyle Collection has been in
existence since 1997. It includes fashion and accessories, Free Spirit
products (bikes, funboards, streetcarvers), miniatures, and the Kids'
Connection for the "youngsters". MINI Lifestyle: Individual
and Cosmopolitan MINI Collection The MINI Collection was not only
created having MINI drivers in mind, but also for people who can
identify with this lifestyle. These people feel at home no matter where
they are in the world, have been to numerous cities and countries,
refuse to be pigeon-holed and permit themselves to do what they want. In
addition to novel products such as the MINI one-shoe scooter, the MINI
Collection also includes sassy fashion, accessories such as the MINI
cuckoo clock and MINI miniatures. They'll help one truly live MINI -
hearing, seeing and feeling it. The MINI Collection expresses
everything that MINI is. MINI has style and an inimitable design. It
shows a face that won't be forgotten, that draws hearts and souls to
it. It's in a class of its own, international, and borderless - in
every sense of the word. MINI is not swayed by any trends or fads. In
short, MINI is an individual, cosmopolitan and unique lifestyle. The
inspiration for the MINI Collection originates from the sensuous lines
of the car. Fashion accessories follow the same shape, changing
proportions and contrasts in a fascinating way. When choosing the
materials and colours, the designers showed the endless amount of
imagination they have - and how much humour. Some of the accessories
are just as cheery as their bigger, four-wheeled cousin. The MINI
Collection is as lively as the MINI world itself. It is constantly
being refined and opens the doors to an entirely new lifestyle. The
current BMW and MINI Collections are also available at BMW Group dealers
and on the Internet at www.bmw-shop.com/lifestyle and www.mini-shop.com.