BMW M Experience Conference

Two weeks, every day, always the same programme and always a different audience: for the BMW M Experience Conference 2023, Felix Uhlig was in Portugal throughout. Guests arrived in groups, from changing countries, and for each group the schedule began again from the top.

The day started inland, at the Quinta do Freixo. That was where the driving experience took place, and Felix Uhlig hosted the morning – outdoors, under sun sails and olive trees, in front of guests standing in a circle rather than sitting in rows. That is closer to leading a tour than to hosting from a stage: no lectern, no spotlight, and every reaction at arm's length.

In the evening the event moved to the Algarve International Circuit. There the guests could take the M2 out on the track themselves, and the evening programme followed. Felix Uhlig hosted that part too: interactive product presentations with the product managers, and live projections laid onto the race track and visible from above.

What a format like this really demands is repetition. A run of show that works once has to sound as fresh on the twelfth day as on the first – for guests experiencing it for the first time, and in front of a crew hearing it for the twelfth. Add to that the language: English throughout, in front of an international audience listening at very different speeds.