BMW Highlights Technology and Creativity at ApeFest 2025 in Las Vegas

BMW presented new digital and lifestyle experiences at ApeFest 2025 in Las Vegas, featuring PAC-MAN in-car gaming, the BMW M Collection, and live art performances.

BMW returned to the spotlight of digital culture at ApeFest 2025 in Las Vegas, blending technology, art and community energy in a format that reflected the brand’s evolving approach to innovation. Following its successful debut in Lisbon the previous year, the company strengthened its ties with the Bored Ape Yacht Club (BAYC), one of the most influential NFT communities in the Web3 space.

Held on October 24 at AREA15, the event coincided with the ComplexCon weekend, bringing together street fashion, art and technology. BMW used this environment as an open laboratory of ideas, replacing conventional showcases with spaces for gaming, performance and creative exchange.

One of the key highlights was the premiere of the updated PAC-MAN Championship Edition AirConsole game. Developed with AirConsole and Bandai Namco, it was demonstrated directly inside the BMW XM Label, allowing participants to play using their smartphones as controllers. This setup turned the car into a mobile arcade and showcased how driving and entertainment can merge through digital innovation.

Another focal point was the launch of the new BMW M Lifestyle Collection, presented by the animated character Max — BMW’s own digital ape inspired by the BAYC aesthetic. Through QR codes, visitors could instantly access product pages, moving seamlessly between physical and virtual experiences.

The link between design and self-expression came alive in a live performance by the Czech artist Pauser, who transformed 24 black BMW suitcases into graffiti-covered, personalized art pieces. Each suitcase became a one-of-a-kind object exploring identity, motion and individuality.

BMW also showcased an exclusive lineup of vehicles — including the XM Label, X7 and an M3 from BMW Performance Center USA — the latter serving as a content studio for creators and media. It became a focal point for interviews and visual storytelling that connected performance engineering with lifestyle culture.

By returning to ApeFest, BMW reaffirmed its strategy of bridging mobility and digital art. Through collaborations with BAYC and the Bored Ape Bimmer Club, the brand continues to experiment with how technology and creativity can reshape the way audiences experience its world — beyond traditional exhibitions and toward participatory, cultural engagement.