The man-made icon.
BMW 2013 IAA
BMW’s objective for the showcase of premium manufacturers at the world’s most important automotive tradeshow was to finish at the very top. In addition, one topic was to be set: with BMW i, the vision of electric driving feasible for everyday life. Our task was to orchestrate an experience at IAA and to find a state-of-the-art implementation of the “sheer driving pleasure” brand promise.
BMW offers “infinite driving pleasure.” This principle was implemented in an architectural gesture that marks a continuation of the active-drive exhibition concept first implemented back in 2009. Visitors experienced the “sheer driving pleasure” brand promise first hand by way of the dynamic presentation of the vehicles in motion on a driving track resembling an infinity symbol. In particular, the range, and therefore the suitability for everyday use, of the fully electric BMW i3 was to be underlined, which made its debut at IAA.
Man-made infinity at nearly 9,000 square meters of stand space.
9,100 km of driving pleasure was experienced at the trade show stand: the exact distance the i3s covered on the infinite driving track.
- PIXOMONDO Studios GmbH&Co.KG, yellow design gmbh, wolf production gmbH, MESO Digital Interiors GmbH, diephotodesigner,
- NIYU® media projects N. Hocke & T. Hofmann GbR