This major project by Groupe Park Avenue — the first in Québec to adopt the Retail.Next philosophy — combines sophistication with sustainability, integrating a solar wall, a rainwater collection basin, and an energy-efficient design to deliver a premium experience built for the future. The festive launch event took place on October 15th, with Mr. Norman John Hébert, President and CEO of Groupe Park Avenue, and Mr. Bruno-Pier Dubeau, General Manager of BMW/MINI Brossard, in attendance. The event also showcased several exceptional models, including the BMW Z8, M4 CSL, and M2 CS.

Retail.Next isn’t just another marketing strategy — it’s a whole new architectural, digital, and human language being applied to the dealership network. The first redesigned locations, already visible in Europe and North America, clearly signal the direction the group intends to take: a warmer, more fluid, more contemporary approach where every visitor can feel supported, respected, and in control of their own journey.

One of Retail.Next’s most recognizable features is the disappearance of traditional spatial hierarchy. There’s no more formal front desk, no advisor seated behind a screen opposite the client. Instead, there are open, flexible, light-filled spaces inspired by modern hospitality and Scandinavian design principles.

Natural materials, warm textures, indirect lighting, and minimalist staging make the space feel more like a creative studio or an upscale lounge than a conventional dealership. MINI, true to its urban and expressive DNA, takes the concept even further by creating playful, welcoming, almost community-oriented zones.

The message is clear: this isn’t just a place to sell cars — it’s a space where visitors can take their time, explore, connect, and dream.

Retail.Next is also built on the desire to eliminate the feeling of a hard sell. Salespeople become Product Geniuses — guides rather than sellers. Their role is to inform, simplify, and support — never to push.

Digital tools play a key role: tablets, immersive configurators, augmented reality to view your vehicle in life-size, interactive touchscreens… but always with subtlety. Technology isn’t showcased as a gimmick — it’s used to make the experience smoother and more intuitive. You can start configuring a model over coffee, continue on the website from home, and return to finalize in person. Retail.Next blurs the line between physical and digital.

As BMW expands its electric lineup and MINI shifts toward a predominantly zero-emission future, Retail.Next makes the transition easier for customers. New educational zones explain everything: charging infrastructure, real-world range, usage costs, software environments, and connected services.

Rather than overwhelming clients with technical jargon, the dealership becomes a place to learn, test, compare, and embrace electromobility in a reassuring and inspiring environment.

Another innovation: the service workshop is no longer hidden away at the back of the building. In some Retail.Next concepts, it's visible from the reception areas — a glassed-in stage where technicians work with precision. This choice builds trust and highlights the mechanical expertise often overlooked in traditional dealerships.

Transparency becomes part of the experience: you can see, understand, and even interact with the specialists. MINI brings a lifestyle twist to this idea by integrating a café or coworking space, allowing customers to wait for their vehicle in a pleasant, engaging setting.

At the heart of Retail.Next is a clear belief: brands are no longer defined solely by their products, but by the quality of the relationships they build. BMW and MINI aim to restore the dealership to its true role — a privileged point of contact, rooted in the local community and capable of hosting events, launches, tech workshops, and even cultural activities.

Retail.Next doesn’t enforce a one-size-fits-all design — it offers a flexible framework that can be adapted to different markets and regional identities, allowing each dealership to retain its own personality.