Cundari designs furniture for BMW M

BMW M represents the best in high-performance, exceptionally designed vehicles. The challenge for Cundari – one of Canada’s largest independently owned and operated communications agencies – was to bring this high standard of excellence to life in a way that would work across a multitude of existing BMW dealerships, without altering any bricks and mortar elements.

Foregoing the typical banners and wall graphics, Cundari transformed the two-dimensional M logo into something completely unexpected: dynamic modular furniture. Fully functional and visually inspiring, the components can be configured as a bench, individual seating, tables, display shelving, or as artistic sculptures in their own right.

Says Mike Kwan, lead designer, Cundari, “After working with BMW on several highly successful promotional videos, we saw an opportunity to brand the M showrooms in a way that also highlighted the superior quality, functionality and elegance of BMW M. Inspired by the brand, our furniture takes its cues from the M logo itself, and the superb design, materials, and technical quality of all M vehicles.”

The first full set of furniture is currently on display in a BMW dealership in Laval, Quebec, and plans are being discussed to make the furniture available to BMW dealerships across Canada.


Date of Completion: March 2013

Dimensions: 18” high by 22.95” (per piece)

Weight: 35 lbs. (per piece)

Materials: 11 gauge cold-rolled steel in a powder coated high-gloss paint finish. The set is accompanied by 16 1” disc-shaped earth magnets that can be used as footings and/or to connect the pieces together in multiple configurations.

Mode Of Manufacture: A plasma laser cutter was used to cut the steel. Each piece has two bends to them to create the three sides, with the fourth side welded on to create an uninterrupted design with no visual seams.


Cundari is one of Canada’s largest independently owned and operated communications agencies, applying thought leadership to the building of business solutions as the key benefit for client partners. Guided by its core philosophy – “It’s the thought that counts” – Cundari, with offices in Toronto and Montreal, works in our two official languages across an array of disciplines such as research, strategic planning, brand identity, advertising, design, digital, experiential, direct and media planning. Established in 1980, Cundari is proud to have been entrusted with premiere brands including CIBC, BMW, SUBWAY, TELUS, LCBO, Dempster’s and the Richard Ivey School of Business at The University of Western Ontario. For more information visit


BMW Group Canada, based in Richmond Hill, Ont., is a wholly owned subsidiary of BMW AG and is responsible for the distribution of BMW luxury performance automobiles, Sports Activity Vehicles, Motorcycles, and MINI. BMW Group Financial Services Canada is a division of BMW Group Canada and offers retail financing and leasing programs and protection products on new and pre-owned BMW and MINI automobiles, as well as retail financing for new and pre-owned BMW Motorcycles. A total network of 44 BMW automobile retail centres, 20 BMW motorcycle retailers, and 29 MINI retailers represents the BMW Group across the country.