Groupe Park Avenue Officially Inaugurates the First BMW / MINI Retail.NEXT Dealership in Quebec

Brossard, October 16, 2025 – Last night, Groupe Park Avenue celebrated the official inauguration of its brand-new BMW / MINI Brossard dealership — the first in Quebec to embody BMW’s international Retail.NEXT concept. Already open to customers since July, this major project was marked by an exclusive event that brought together partners and media, clients, representatives from BMW Group Canada, as well as dealership employees.

A Prestigious Evening

The atmosphere of the evening perfectly reflected the very philosophy of Retail.NEXT: festive, creative, and inspiring. Enthusiasts were treated to an exceptional selection of collectible models, including a BMW Z8, a BMW M4 CSL, and a BMW M2 CS, creating a striking scene that evoked the brand’s unique and timeless heritage.

A Landmark Project with Timeless Design

The result of a $15 million investment, the new dealership spans 38,000 sq. ft., including 12,000 sq. ft. dedicated to the showroom and delivery areas, and 3,000 sq. ft. reserved for MINI. Previously housed separately, BMW and MINI are now united under one roof, offering a seamless and integrated experience perfectly aligned with the brands’ evolution.

The architecture embodies the “less is more” principle, with clean lines, noble and elegant materials, and refined modular design. The integration of a solar wall, a rainwater collection basin, and various sustainable development features reflects Groupe Park Avenue’s commitment to combining sophistication with environmental responsibility.

In addition, a six-foot-tall Inukshuk, sculpted from white granite from Gatineau, welcomes visitors to BMW / MINI Brossard in front of the service drive-thru. This permanent artwork was created by Inuit artist Koomuatuk (Kuzy) Curley, originally from Kinngait, Nunavut, and a third-generation sculptor. With its timeless character and powerful symbolism of unity and guidance, the Inukshuk blends harmoniously with the dealership’s environment, paying tribute to the richness of Inuit art and culture.

“The inauguration of BMW / MINI Brossard marks a major milestone for Groupe Park Avenue. With Retail.NEXT, we are offering our clients much more than a dealership — we are redefining the customer experience by providing an immersive, welcoming, and refined environment that truly embodies the spirit of BMW and MINI Brossard,” said Norman John Hébert, President and CEO of Groupe Park Avenue. “I would like to extend my heartfelt thanks to all our partners and employees who made this project a true success,” he added.

Retail.NEXT: A Multisensory Experience

At BMW / MINI Brossard, the showroom is more than a display space — it is a stage. Traditional sales desks have been replaced by consultation lounges, where clients and advisors meet in a relaxed, warm, and sophisticated setting.

A central illuminated walkway guides visitors through the space, lined with vehicles positioned to encourage interaction and proximity. The atmosphere is enhanced by circular ceiling elements that add a contemporary and elegant touch. The experience goes far beyond the visual — a subtle signature scent envelops the environment, creating a unique and exclusive sensory dimension. Each visit becomes a high-end immersion where comfort, innovation, and emotion come together.

“On behalf of everyone at BMW Group Canada, I would like to congratulate Norman John and the entire team at BMW and MINI Brossard for so perfectly bringing Retail.NEXT to life,” said Andrew Scott, President and CEO of BMW Group Canada. “The Retail.NEXT concept elevates the customer journey to an entirely new level, creating a premium environment where guests can feel comfortable engaging with the BMW and MINI brands. Customers won’t simply come here to purchase a new vehicle; they will experience a premium, customized journey towards BMW or MINI ownership. The opening of this spectacular new facility aligns with the launch of the Neue Klasse – a new era of individual mobility for the BMW Group. Electric, digital and sustainable, the Neue Klasse is not just a new vehicle, it is an entirely new way of doing business. Clearly, Park Avenue Group is ready to enter this new era.”