A series of projects funded by BMW for the Berlin State Opera. The aim: to enhance it’s offer in order to reach a younger and wider audience. Included were amongst others: a format in which the musicians of the Staatskapelle play in bars (#OutoftheOpera), young influencers streaming from unusual locations within the opera during play, an opera box where the use of cellphones is permitted, selfie spots within the building, a cooperation with DriveNow and video introductions to opera pieces hosted on YouTube.