BMW Group IAA 2021 | iDrive Immersive Experience
Automotive video installation
BMW designed and staged an immersive video installation and space that explains how the new BMW iDrive system works and even makes it tangible. Progressive visuals in a dynamic scenario give visitors the feeling of what it is like to interact with the vehicle. This driving system is human-centric like never before. The designers developed abstract avatars as a metaphor for human centricity. These avatars physically stand in the center of the action on a separate LED column. Thousands of visitors in Shanghai and Munich experienced this video installation, and key cultural figures like Lena Gercke broadcast their impressions to their followers and the world.
Date of Launch
2021
Development Time
up to 12 months
Target Regions
Asia, Europe, North America, South America
Target Groups
Consumer / User, Trade / Industry