The two-door sedan crashed through the floor-to-ceiling window of Mitchell Gold + Bob Williams shortly before 1:37 p.m., then skidded 20 feet through the SoHo showroom, pushing the couch into an interior wall.
Three people were injured in the crash, an FDNY spokesman said. One of the people, a pedestrian, refused treatment, while FDNY responders transported the other two to New York Downtown Hospital. Their injuries were unknown.
"I saw a guy holding his leg," said Pat Williams, 57, a Texas tourist who walked by after the crash.
She said much of the window remained hanging from its frame, but shattered glass was strewn on the sidewalk and inside the showroom. The leather couch punched a hole through an interior wall. Remarkably, a framed photo of a race horse hanging on the wall just above the couch was unscathed.
Police said there was no criminality in the crash.
A woman who answered the phone at the 210 Lafayette St. shop declined to discuss the accident.
The shop released a statement saying no staffers or customers had been hurt.
The BMW was later removed from the store. Its hood had dents and scrapes, and the bumper was hanging off the front.