Located just 10 minutes from the legendary Circuit de Spa-Francorchamps, Daft sits in the heart of a region where high-performance engineering is part of the local DNA. So, when BMW challenged us to host 70 guests daily for a two-week deep-dive, we didn’t just book a meeting room, we applied the same logic that made us put a tram in the middle of Ghent to record band straight to vinyls.
Relax. We Care.
BMW needed to bring their network into a space that embodied their slogan: “Relax. We Care.” The mission? Five simultaneous workshops and the top-secret reveal of the new BMW 5 Series.
To make “Relax” a reality, we opened the Daft Hotel for stays, allowing the guests to stay on-site, share a meal by the fire and wake up in the midst of nature. From expanding our parking to coordinating shuttles, we ensured the logistics were as smooth as a BMW i7 on a fresh track.
Then there was the reveal… And for that, we drove the vehicles directly into our world-class recording studios. There’s a specific magic in revealing a masterpiece of German engineering in the same room where Triggerfinger or Bazart tracked their hits. While one group witnessed the future of electrification in the Studio Hall, four other breakout sessions took over our vinyl-filled breakout space and creative spaces.
Check the Aftermovie
“I’m in Love With My Car”
BMW joins a long list of auto icons that collaborated with Daft or stayed during Spa-Francorchamps races. We’ve provided the “off-grid” sanctuary for:
- Aston Martin, Alpine team during the Belgian Spa Grand Prix.
- Alpine during the WEC
We also collaborate with brands for product launches or events. Like when Peugeot asked us to synchronise music to the engine of their new car.
Ready to shift gears? Let’s brainstorm at Daft.
