Lounging In Luxury

The Bavaria Lounge at Policaro BMW redefines the lavish car dealership experience.

By Silvana Longo

In a world of luxury cars, there is something that goes well beyond the possession of a revered vehicle and the utter enjoyment of driving one.

Policaro BMW understands that the clients’ experience in the showroom — whether they are purchasing, shopping or servicing their automobile — has to consistently reflect the upscale brand it represents by offering an extraordinary and special experience every time. With an eye to the future, and respect for the past, the sumptuous 1,000-square-foot Bavaria Lounge was introduced to their Brampton, Ont., location five years ago, and it truly embodies that next-level luxury experience.

“The Bavaria Lounge is the ultimate expression of the BMW brand, offering guests the chance to experience the industry-leading service that both BMW and the Policaro Group are known for,” says Chief Executive Officer Francesco Policaro. “Policaro Group is leading the way for the future of automotive retail — dealerships are no longer just a place to transact, but rather experience centres that offer unparalleled experiences to the everyday car shopper. We wanted to be a destination for our clients to come with no pressure and feel free to look around and just enjoy the experience — and the Bavaria Lounge plays a big part in that, along with other experiences we offer.”

The group chose award-winning, world-renowned ultra-luxury designer and artist Ferris Rafauli to translate their vision of a lavish lounge that caters to their most discerning customers on the second storey of the dealership. The result is boutique-hotel lobby design meets exclusive club feel where clients can enjoy a bit of pampering while waiting for their car to be serviced. The area is bathed in an abundance of natural light and Rafauli added layers of sumptuousness to the space (which includes a seating area and kitchen/bar section with a dine-in option) by introducing features like Venetian Marble flooring and countertop surfaces, plush velvet seating and brushed gold finishes. Splendid sculptural pieces and animal-print patterns add visual interest to the overall soothing colour palette, striking that perfect balance between serenity and stimulation. Yet the Bavaria Lounge goes well beyond delighting and calming the senses in the lap of luxury — it is ultimately about providing superlative service. “Customers can help themselves to

a cool beverage or sip a cappuccino from the built-in Miele cappuccino/ espresso maker. Or they can play a round of golf,” offers Policaro. He isn’t kidding, there’s a on-site HD golf simulator where clients can relax and catch the news or watch a sports game on the many flat-screen TVs. And for the serious golfers, there is a second option: a shuttle service that will accompany you to a local golf course for some quality time on the green.

Also designed for exclusive customer events for both new or exist- ing customers, rest assured if hunger strikes while you’re there, this is yet another opportunity to cater to lounge dwellers and satiate appetites with some delectable fare from local high-end restaurants. “Clients are

provided with a menu where they can choose what they want and enjoy a ca- tered lunch,” says Policaro. We take every moment to redefine our community’s automotive experience through out- standing customer service, cutting-edge technology and a passion for everything we do.” The Bavaria Lounge embodies the Policaro brand, which has stood the test of time. The company’s 40-plus-year history still embraces their long-standing principles while setting the stage and raising the bar for the future of luxury dealerships. Even the name “Bavaria” pays homage to the acronym BMW, which stands for Bayerische Motoren Werke GmbH, which roughly translates to the Bavarian Engine Works Company, and honours the company’s origin in the German state of Bavaria. “This is where it all began for BMW with the building of aircraft engines. The name Bavarian lounge was a nod to the past and a sym- bol of the future,” he says.

Either way, these worlds colliding of old and new is unequivocally a formula for success: past, present and future.