A new edition of Tour Auto celebrating automotive excellence
The Tour Auto 2026 once again brought together automotive enthusiasts across France for one of the country’s most iconic motoring events.
For this new edition, our teams supported BMW throughout the entire project lifecycle, from the initial planning phase to the daily operational deployment of the brand experience across every Tour Auto stop.
From strategic thinking to on-site execution, every aspect of the project was designed to create a premium environment fully aligned with BMW’s brand identity.
Designing the BMW experience for Tour Auto 2026
Our support for BMW began long before the start of the Tour Auto 2026 with a complete rethink of the guest experience and event space layout.
Our teams handled:
- Premium furniture sourcing aligned with BMW brand standards
- Design of the new reception and hospitality layout
- Creation of a 3D visual projection of the event setup
- Guest flow optimization and space organization
- Adaptation of the setup to each host city and venue
The objective was clear: welcome BMW guests in an elegant, consistent and premium environment throughout the entire Tour Auto journey.
Daily operational deployment across the Tour Auto 2026
Throughout the Tour Auto 2026 week, our teams managed the full operational deployment of the BMW event setup at every stage of the rally.
Each day, operations were coordinated to ensure smooth installation, logistics management and premium execution within every parc fermé hosting the event.
Key operational missions delivered during Tour Auto 2026:
- Daily setup and management of the BMW stand
- Transportation of display vehicles
- Delivery and logistics coordination of technical equipment
- Installation of furniture and hospitality areas
- Coordination between each host city
- Field supervision and operational management
- Preparation of guest reception spaces every evening
Thanks to this organization, BMW guests were welcomed each evening into a premium hospitality environment fully consistent with the brand’s identity.
A premium automotive event experience aligned with BMW standards
The Tour Auto is a major automotive event combining heritage, performance and premium lifestyle experiences.
For BMW, the challenge was to deliver an event setup matching the prestige of the Tour Auto while ensuring perfect consistency between brand image, customer experience and operational execution.
Every detail of the BMW stand and hospitality areas was therefore designed to create an elegant, immersive and welcoming environment throughout every stage of the Tour Auto 2026.
Expertise in nationwide automotive event operations
This collaboration during Tour Auto 2026 highlights our expertise in supporting premium automotive manufacturers through complex touring and multi-site event operations.
Our teams support automotive brands across a wide range of services including:
- Brand experience design
- Nationwide automotive roadshows
- Multi-site logistics deployment
- Stand and hospitality management
- Field coordination and event operations
- Vehicle transportation and technical logistics
- Premium guest experience management
Our mission is to deliver impactful, seamless and perfectly executed automotive experiences across France.
Thank you to the BMW teams
A sincere thank you to the BMW teams for their trust throughout this new edition of the Tour Auto 2026.
This collaboration made it possible to deliver a premium and consistent guest experience at every stage of the event.
FAQ – BMW at Tour Auto 2026
What is Tour Auto 2026?
Tour Auto 2026 is one of France’s most iconic automotive events, bringing together automotive enthusiasts, manufacturers and exceptional vehicles across multiple cities.
What was the role of the teams during Tour Auto 2026?
Our teams supported BMW with the design, logistics coordination and operational deployment of the event setup throughout the entire Tour Auto.
What services were provided?
The project included premium furniture sourcing, 3D design projection, vehicle transportation, BMW stand installation, guest hospitality setup and daily logistics coordination.
Where was the BMW setup deployed?
The BMW stand and hospitality spaces were installed within the Tour Auto parc fermé areas at each host city.