EN BMW IAA 2015 Innovationskommunikation


BMW | LEAD INNOVATION COMMUNICATION

SINCE 2012 YELLOW HAS BEEN THE LEAD AGENCY FOR THE BMW, BMW M AND BMW 1 BRANDS AND HAS BEEN CONCEPTUALISING, DESIGNING, IMPLEMENTING THEIR EXHIBITS.

Four highlight exhibits on the subjects BMW eDrive/PHEV, BMW Carbon Core, BMW Interior Interface and BMW Laserlight communicate the exceptional innovations of the new BMW 7 series.

 

Innovativ interactive exhibits to introduce the new BMW 7 Series at the IAA 2015

The combination of physical, tangible objects and intuitively usable digital interfaces communicate the innovative core messages of the new vehicle generation in a multisensory, engaging and attractive way.

BMW eDrive / PHEV Exhibit

The very transparent vertical staging of the BMW 7 Series drive train enables the visitor to explore the exhibit from all sides. 

Seamless LED glass panels explain the drive mode of the vehicle by graphic animations, which are also displayed on the interactive touchscreen. An interactive touchinterface provides a drive mode switch and deepening information-layers.

 

BMW Carbon Core Exhibit

Sculptural presentation of the carefully worked up vehicle body with  the inner structure made of Carbon Fibre Reinforced Plastic (CFRP). The interactive exhibit of the new BMW Carbon Core concept offers the visitor the possibility to “scan” the vehicle body in order to explore its inner innovative construction concept. 

Animated LED floor panels underneath the vehicle body graphically highlight the “Scanning” process.

 

BMW Laserlight Exhibit

The BMW Laserlight showcase highlights the innovative headlight technology, making the beam projection visible by application of artificial fog.

By activating seven different beam-modes on the touch interface the visitor is able to experience the effect in real time with the original BMW headlight.

 

BMW Interior Interface Exhibit

For the presentation of the new BMW operating concepts a novelly presenter-concept was developed: Based on an animated  virtual 3D car model a trained expert demonstrates the new interface features on the ultralarge interactive UHD touchwall.

One highlight is the sensory column which translates the gestures of the presenter into a virtual hand that is displayed on the screen in real time.


AFTER BEING USED AT RENOWNED TRADE FAIRS LIKE IAA, PARIS, GENEVA OR SHANGHAI, THE EXHIBITS WILL ALSO BE MADE USE OF AT THE BMW WELT (WORLD OF BMW) IN MUNICH.