BMW Hour Glass

What’s an hourglass? Oh yes, it’s an ancient time piece, flowing fine sand quietly marking time in a perfectly balanced glass. Or, as everyone should know by now, it is the main prop at Never Stand Still. It was the kick-off party to start the countdown for BMW’s European launch of the latest model of BMW 7 series, slated to take place this fall. The car, displayed in the world’s largest hourglass in the Red Square, has not received much coverage but as soon as the construction of the hourglass marvel began four months ago, online buzz about it has been consistent. The 12-meter-high glass contraption was the centerpiece of the party thrown to 400 invited guests and celebrities. At the start of the build-up, more than 180,000 silvery balls concealed the car that was gradually revealed as the balls fell to the lower level. Moscow is a strong and growing market for BMW, and what better place to strut its latest but the historic location against the backdrop of the Kremlin, St. Basil’s Cathedral and G.U.M. — all veterans of many a communist-era motorized military parade. By Tuija Seipell