BMW i Inside Future
Enabling Future Premium
At CES 2017 BMW presented the future of User Experiences when autonomous driving becomes a reality. The sculpture, created at BMW’s Designworks studios, shows new ways of interaction between the driver, the passenger and the future vehicle.
Beyond the beauty and exquisite materials of the Inside Future sculpture, it is an environment where new modal inputs, displays and technologies are applied to create a symphonious, premium physical and digital experience. An environment where the user experience can be either personal or shared, highly digital or serenely analog.
The future premium mobile experience was built around 4 key user tenets:
01 / Humanized Design
A user-centered approach to the design was applied to showcase a more human future experience . Each seat was designed to be the best seat, with control and focus moving from driver to a more democratized view. Experiences were built around two modalities: Me Time and We Time. Me Time focuses on enhancing personal productivity where individuals can consume personalized content in separated spaces whereas We Time creates a space for social interactions where groups can connect with each other inside the space or the outside world.
02 / Seamless Transitions
The key to future premium mobility hinges on seamless transitions between nodes within a connected journey, demonstrated in the Inside Future sculpture with an experience that seamlessly moves from the living room to the vehicle and then to the final destination. At all points on this journey the individualized connected ecosystem stays ever present via BMW Connected and the Open Mobility Cloud. Content, calendars, contacts and services are readily available; enabling uninterrupted handshakes between mobility modes.
03 / On/Off Demand Technology
With the trend in digitization moving to more screens, information and ultimately distraction, technologies need to be integrated with care and with the occupants’ immediate needs and desires in mind. Technology should be present only when needed and latent when not. Controls are active only when they are contextually appropriate. Using the HoloActive Touch for the main controller eliminates a fixed object obstructing movement and reduces clutter overall. The division between front screen and interior surfaces are seamless so when not in use, the screen becomes an open surface. The rear seat entertainment collapses and hides when not in use but functions as ambient lighting depending on mood and context. All technologies become invisible when not in use.
04 / Digital and Physical Harmony
Rich, digital interactions are blended holistically with nostalgic, real, haptic experiences. The combination of a natural, flowing interior working hand in hand with future technologies creates a harmonious environment devoid of friction. In the Inside Future, this is best illustrated with the exaggerated bookends of the HoloActive Touch system juxtaposed to printed books. These two counterparts co-exist seamlessly and balance out future technology with warmth and nature.
Technology innovations are applied as enablers of a premium experience:
Premium experiences across a connected ecosystem
As the car becomes a central platform in a growing digital world, premium experiences will be shared beyond the car, across the connected ecosystem. Humanization of technology and the right balance of digital and physical interaction will be fundamental to providing a premium experience. These premium experiences will be differentiated by connecting the nodes and creating seamless transitions between digital platforms and modalities.