INTERACTIVES & INSTALLATIONS

With the introduction of the BMW X7 we created and designed a product launch strategy on par with the innovativeness and premium material language of the model. Lightweight yet powerful, aesthetic yet communicative – the kinetic pixel curtain came to life. Large discs that associate the BMW icon shape create a choreography of moving patterns, displaying projected content and reflecting light, heightening the dramatic anticipation – then finally, magically, the curtain rises and reveals the brand new model. Da capo!

BMW i is a complex product, with many integrated services and benefits – and it is tough to convey in an engaging and playful way. As a solution we made the BMW i topics accessible by just walking into them using AR. By passing through physical portals installed throughout the brand stores one directly steps into the story. And once inside, the well-known BMW host Chris Brow greets and accompanies the visitors throughout the experience. A story leading from 360° Electric, to route planning, charging stations, and exploring the range and capabilities of the BMW i3 and i8 cars.

We started with the concept referencing the BMW i pentagonal identity pattern which has been part of the BMW i brand identity from the earliest days. We decided to bring it alive as a spatial and interactive installation. Built as a curvilinear structure of transformable light sticks, it reacts to the environment and simultaneously integrates a wealth of BMW i topics. By playing around the BMW i3 and i8 models, the Ecosystem illustrates all the qualities of BMW i that cannot be immediately discerned on the physical models themselves.

Building on design and store elements that we created for BMW i’s “Meet the future” theme, ‚Get the DNA’ aims at deepening customer connection to the BMW i brand. The installations and exhibition integrate a broad portfolio of design partners that all fit with the BMW i DNA. In this engaging environment an interactive installation invites each visitor to become part of BMW i’s DNA.

Inspired by Palm Springs and Mid-Century Design, this concept draws on vibrant colors and luscious patterns as part of a lifestyle. In partnering with the furniture company VITRA we developed a large wall of colorful Panton Chairs to create a backdrop. The centerpiece is a large rotating mirror kaleidoscope, powered by twitter messages and part of a competition with the chance of winning Panton Chairs. This brand store concept was a massive hit for the brand communication.

The Mercedes Benz Sprinter is full of safety technology, but that’s hard to see from its outside. So, we created a safety center for the Beijing Motorshow where those features could be experienced in full immediacy. Take the Electronic Stability Program (ESP) for example: In an interactive experience, the curving city road is formed into the silhouette of the visitor; While leaning the body left and right the visitor could challenge a Sprinter and another non-ESP van in a race – while the Sprinter stayed safely in the lane, the non-ESP vehicle started breaking out. After this short test drive, a quick explanation followed about ESP and why the Sprinter fared so much better. All in all, a quick and successful delivery: 30 seconds from start to finish.