Models and more
|BMW Welt - Half airport, half Star Trek|
Customers can book any "premiere package” they like, says Christina, all depending on the size of their wallet. Little extras include rose petals strewn over the bonnet, a sea of balloons descending from the ceiling, and – for those with matrimony in mind – a wedding ring furtively stashed away in the glove compartment. We don’t actually see any one go down on one knee – rose stem between teeth – but, given German males’ greatest passion is for cars, no doubt this happens regularly.
The nicest thing about BMW Welt, I'd say, is that it's admission free. You can wander around and sit in a brand-new luxury vehicle for nothing. After saying goodbye to my students, and making sure no one I know sees me, I quietly slide behind the steering wheel of the latest Mini Cooper Hardtop. A sublime “only-if” feeling tickles my tummy. I'm awoken from my daydream by a friendly Chinese American touting a zoom lens, asking if I'd like my photo taken. Of course I would.
BMW Welt is not really selling cars, it's selling lifestyle. For me cars are simply about getting from A to B. Function over frills. The thought of measuring my status by the Auto I drive doesn't appeal. And yet for once, just for once, I'm slightly overcome by the glitz and glamour of all these awesome dreams on wheels. Possibly, quite possibly, I too have become “BMW hypnotised”.
Ah, blow the next holiday Down Under. Where do I put my signature?