BMW Edge at Federation Square

A long-term partnership of innovators in the automotive and architectural/building spheres has been created with BMW Group Australia becoming the naming rights sponsor of Federation Square's unique public presentation and event space.

'The BMW Edge at Federation Square', as the 450-seat amphitheatre is known, will become a focal point of BMW's commitment to Melbourne and Victoria over the next 10 years.

BMW Group Australia's Managing Director Franz Sauter said that the innovative design, advanced engineering concepts and leading edge technology that was inherent in the Amphitheatre provided the perfect marriage with BMW's approach to innovative technology, quality and design in the automotive sector.

"The BMW name has been synonymous with the leading edge of thinking in design and technology since its inception. It is a perception which has been significant in the maintenance of our 13 year leadership of the Australian Imported Luxury Vehicle sector. So we are pleased to have the opportunity to put the BMW name to this significant landmark in Melbourne, a landmark which will also be a leader in design and functionality," he said.

"Federation Square and, in particular, the amphitheatre is a brave and ambitious project which is destined to be one of the most striking cultural venues in Australia for national and international visitors.

"Not only is Federation Square a leading edge engineering and architectural project - a quality it shares with BMW products - but it also physically presents a new and imposing edge to the Yarra whilst in turn being on the edge of the river. Therefore, we feel it is appropriate to name this new presentation facility 'The BMW Edge at Federation Square'.

"Melbourne should be proud to have such a remarkable building, just as we are proud to lend the BMW name to its major presentation space."

BMW Group Australia will be the sponsor for The BMW Edge at Federation Square over the next 10 years under an agreement signed with Federation Square management and the Victorian Government.

The BMW Edge at Federation Square is a 450 seat, glass, steel and zinc structure which commands a pivotal position in Federation Square and a Yarra River frontage. It is regarded as one of the most remarkable architectural buildings in Australia today, featuring a crystalline web of glass interlaced with a steel and zinc framework.

It will be used for a wide range of cultural activities, from music and to live theatre, talks and other performances designed to attract more than 6 million visitors per year.