At Senab, we have a long history of creating innovative and functional retail environments, particularly for the automotive industry. Drawing on that experience and our curious perspective on the world around us, we always strive to challenge ourselves to exceed our customers’ expectations. An excellent example of this is our work with the BMW Group, where we are part of the implementation of their retail concept, BMW Retail Next, which is set to be rolled out through 2028.

Jönköping, Sweden
Interior Design Concept: Goldstein
Project Architects: Senab Concept
Concept Provider
Interior design, project coordination, custom-designed solutions, delivery, and installation.

BMW Retail Next, which was launched globally in October 2023, represents BMW’s vision for the future of the automotive retail industry. Our collaboration with the BMW Group began as early as 2021, at a time when the automotive industry was undergoing major changes toward more personalized and engaging customer experiences.

Our task is now to adapt and implement this in their facilities, which places high demands on both design and functionality.

Our work began with an extensive planning phase, during which we collaborated with the client and the concept’s architect to develop a detailed interior design strategy that would bring BMW’s vision to life. We created custom-designed furniture and design solutions that not only aligned with BMW’s global guidelines but also enhanced the local presence and customer experience. Today, we are a global partner to the BMW Group and actively strive to be a knowledge-sharing and innovative partner.

Our role

Senab’s role in the rollout is modular and, if necessary, can extend all the way from the initial design proposals by our in-house architects to the final installation and assembly of the interior. This encompasses everything from furniture and furnishings to custom-made details, ensuring a sales environment that is both functional and inspiring and reflects the BMW brand.

BMW's feedback on our role in the projects has been overwhelmingly positive.