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“Freude” by BMW: opening in Azabudai Hills planned for summer 2024

Announced in November 2023, BMW plans to open a new boutique in Tokyo's Minato district.

“Freude” by BMW will open its doors in Azabudai Hills this summer.

Announced last November, the concept of the boutique is to create a social or community place for adults: “Freude” in German for joy.

In addition to the latest BMW luxury models, the boutique will also offer art exhibitions, retail items, a café, bar and restaurant.

A section will be dedicated to exhibiting exclusive pieces from the store in Tokyo.