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© MESO / Constantin Urban

BMW ConnectedDrive Presenter at IAA Frankfurt 2017

As a long-term partner, we developed a range of presentation platforms for premium car manfufacturer BMW over the past years. Responsible for concept, technical planning, and software, we came up with solutions on show in Geneva, Paris, Shanghai, Frankfurt, Beijing or Toronto. Tailored to the individual models and their features, the combination of bespoke media content, presentation tools, and physical elements gave BMW’s product geniuses on site powerful means to conduct their pitches.

More than driving

Alternative means of drive technology and new smart features have changed the mobility industry dramatically. To remain competitive in the premium sector, manufacturers have to set standards in the field of convenience, sustainability, safety, and accessibility. BMW works on multiple solutions to equip their latest models with innovative technology fitting the needs of the respective target group.

We worked with yellow design (communucation concept, graphics) and Meiré und Meiré (brand communication, booth architecture) to create a unique trade fair experience making BMW’s features tangible and easy to explain.

The main task was to build a versatile, interactive environment for product geniuses enabling a clear and active exchange with visitors both for the digital service platform BMW ConnectedDrive as well as the electric and hybrid vehicle subbrand BMW i. Different tools, media formats, and a unique connection of physical objects and digital content ensures tangible presentations despite not having an in-car experience. With the personal interaction given center stage, all media was designed to remain in a purely supporting role until bold visuals or effects are triggered by the product genius.

With a minimalist, flexible design, we made sure every concept could be adapted to different applications, from internal events to large-scale trade fair appearances. 

From the palm to the big screen

BMW ConnctedDrive offers a wide range of smart services to enhance the driving experience: from digital maps to real-time traffic information to parking assistants to concierge service. All these features are accessible via the car’s multimedia system as well as remotely via special apps on the smartphone or smartwatch. 

BMW i Presenter at IAA Frankfurt 2017 © MESO / Constantin Urban

To illustrate and explain these complex products in detail, we integrated the apps into the wall-mounted presentation screen. In this way, the expert’s pitch can be addressed at individuals as well as at groups of people. The enlarged simulation of the app interface gives a realistic impression of the service and lets the audience experience the handling. 

BMW i Presenter at Paris Motor Show 2016 © MESO / Constantin Urban
BMW i Presenter at Paris Motor Show 2016 © MESO / Constantin Urban

We digitally modelled the original app into an interactive simulation which can be operated and navigated by the presenter. In connection with bespoke animations of real szenarios, the principle is tangibly illustrated without the need of a car on site. 

We digitally modelled the original app into an interactive simulation which can be operated and navigated by the presenter. In connection with bespoke animations of real szenarios, the principle is tangibly illustrated without the need of a car on site. 

smart objects

BMW developes and distributes all-electric and plug-in hybrid vehicles under the subbrand BMW i. Not only the available car models are presented at trade fairs, but also the core technologies and service network BMW i established over the past years.

BMW i Presenter at IAA Frankfurt 2017 © MESO / Constantin Urban

To demonstrate the characteristics and benefits, we combined high-resolution images, motion graphics, and animations with physical objects. This brings a real-world experience into the digital presentation, logically connecting the product genius’s presentation and the displayed information and visuals. 

As soon as the respective area of the screen is approached by the fitting object, for example a plug for electric charging, a fuel card, or mechanical parts, to the next sequence of the presentation is triggered.

A client on the move

BMW, its subbrands and services are exhibit at all of the big international trade fairs and shows. Therefore, the presenter concepts had to be versatile, adaptable to varying spatial conditions as well as easy to transport and set up. 

Apart from the trade shows, the presenters were also installed permanently at the corporate museum BMW Welt in Munich and the BMW retailer Urban Store in Milan. 

A whole number of rental applications, from Madrid to Taipei, BMW corporate events, and the BMW Electric Now Tour 2017, a truck-based roadshow, prove the quality and longevity of the concept. 

With constant updates, customizations, and support, we keep accompanying BMW into the future of mobility.

Curious about our approach? Feel free to get in touch!

Sebastian Oschatz Partner +49 69 24 000 321 +49 69 24 000 321

MESO Digital Interiors GmbH
Gutleutstr. 96 . 60329 Frankfurt . Germany

Team

Daniel Maaz