BMW Group at CES 2025

Press conference - The first car show inside a car

At CES 2025, BMW transformed a product launch into a fully immersive brand experience. Instead of showcasing a car, the brand invited audiences inside one by shrinking them into a theatrical, oversized interior where the new iDrive system came to life through storytelling, humor, and design. This was more than communication. It was a shift in perspective. From the live show format to the illusion of scale, every element was crafted to evoke emotion, spark curiosity, and build connection. It redefined how a digital product could be felt, making the brand not just visible, but deeply experienced.

Client / Manufacturer

BMW Group

München, DE

Design

Elastique. GmbH

Cologne, DES. Jennen, T. Kreitz, C. Le, A. Schimmelpfennig, A. Gövert, K. Klimmek, K. Kohle, S. Köstler, N. Friedrichs, R. Kauka, H. Ledieu, B. Meyer, F. Preis

Pacific UEG

Munich, DES. Schäferkord, G. Afshar, W. Luo, S. Rank, L. Preisinger