Some arrivals deserve the spotlight. For the UAE debut of the new BMW X5, the fifth generation of the car that started BMW’s X family, Abu Dhabi Motors turned its showroom into a theatre and gave its guests front-row seats. The evening built towards one entrance. Guests gathered over cocktails, took their places facing a wall of screens, and watched a landscape fill the room before the X5 drove out through the centre of it, headlights first. Then the theatre became a dining room, with the car at the heart of it, close enough to open a door and sit inside. Built to Lead, and introduced that way.
