Munich. In an elaborately-staged display using
aesthetic lighting installations and innovative storytelling, BMW
brings to life the development process and engineering expertise
behind the new BMW 7 Series Sedan. The installation will be on show at
BMW Welt in Munich, the BMW Brand Stores in Paris and Brussels and the
BMW Driving Centre in Seoul. In this way, the BMW brand is combining
art and technology in a unique installation that sets a new standard
for customer experience.
With its aesthetic design, dynamic performance and elegance, the
latest generation of the BMW 7 Series Sedan sets a new benchmark in
the luxury class – not only with its inimitable styling, but also its
innovation leadership. As the flagship of the BMW brand, the BMW 7
Series incorporates a wide range of new technologies, including Carbon
Core body structure, gesture control and BMW Laserlight.
Based on the modern understanding of luxury and precision engineering
embodied in the BMW 7 Series Sedan, BMW Experiential Marketing
developed a completely new storytelling approach.
The aim of experiential marketing is to use innovative approaches and
the latest technology to bring the essence of the BMW brand to life.
The newest “BMW Projection Mapping” installation uses highly advanced
projection methods to visualise the design process for the BMW 7
Series Sedan. Powerful projectors map perfectly-sized images onto a
series model. From the first line drawing with the distinctive lines
of the side profile, to clay model to 3D drawing, in the space of two
minutes, visitors are able to follow the evolution of the BMW 7 Series
– from idea to finished flagship. An additional screen provides
further background information on the respective work phases.
“Our aim is to bring visitors closer to the BMW brand through new and
interactive experiences,” explains Claudette Pohl, project manager for
experiential marketing for international brand formats. “In this
project, we have found the ideal combination of ground-breaking
digital ‘luxury storytelling’ and strong aesthetic appeal. As the BMW
flagship and technology platform, this innovative approach to both
content and medium suits the BMW 7 Series perfectly.”
BMW has deliberately located the installation away from showrooms.
With installations at BMW Welt in Munich, the BMW Brand Stores in
Paris and Brussels and the BMW Driving Centre in Seoul, the brand is
making its presence felt in key cities. In this way, BMW seeks active
dialogue with a cosmopolitan target audience. The projection mapping
format is a central element of the brand experience.
BMW is collaborating on this project with the London-based agency
Holition. Technology experts for virtual and augmented reality
tailored the projects to the BMW 7 Series, spending several weeks
working out the details. Every pixel has to be perfectly positioned to
fit the body’s design lines. Projection is unaffected by lighting
conditions and full-quality images can even be mapped directly onto
vehicle paint in daylight – an absolute first.
