Experiencing brand strategy through staged living environments and product positioning: built communication is an integral part of a dealer event. For the four week BMW Dealer Drive Event 2007 at Valencia, a temporary building of 2,500 sqm is being erected. The large-sized pane architecture interprets the architectural CI rules of BMW and serves as an event location, product positioning and as a pathbreaking archetype for future dealer showrooms. The building consists of 85% re-usable materials and parts. The geometry allows separate functions and event elements at the same time.