BMW Group – Media Installation

Project

Innovative design of the trade fair media presentation.

Services

3D & Motion Design, Immersive Space Animation

Awards

We develop a new visual motion design language that perfectly accentuates the mediatecture of the booth. The ‘joy of driving’, also called ‘JOY’ for BMW, shall not be missing as an experience. An ambitious goal: turn the interactive installations into a ‘Talk of Show’.

Materials from the cars exteriors and interiors form into to hyper-real animated statements.

A new approach of Joy

The focus is on the feeling of the brand instead of heavily promoting new products, facts and figures. Selected materials from the car’s exterior and interior are formed into hyper-real animated statements. The technical setup gives us the opportunity to influence the overall mood of the booth: We create a fifteen-minute motion design, music and sound design dramaturgy that includes relaxing and dynamic parts as well as a large scale interactive augmented reality moment. This way, the BMW brandmark ‘JOY’ is integrated into the architecture and the ‘LED mediatecture’ in an optimal way and can be felt by the visitors of the fair.

The emphasis is on creating an emotional connection with the brand.

The eagerly awaited design study ‘BMW Concept 4’ integrates seamlessly into the trade fair production. The result is a unique visual animation language for BMW, earning high praise in visitor surveys while standing out from typical automotive motion design presentations.

Credits

Managing Partner Creation: Andreas Schimmelpfennig • Creative Direction: Andreas Schimmelpfennig • Art Direction: Philipp Alfes, André Britz, Christoph Große-Hovest • Project Lead: Christin Kolaßa • Motion Graphics: Hadrien Ledieu, Mariusz Becker, Peter Pannes, Felix Kapfer, Maximiliane Wadler

Awards

2 x Red Dot Award 2020

BMW Group – Media Installation

A new approach of Joy

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