BMW Group creates human centered experiences through curation with the user. The installation DIMENSIONS OF REAL at CES marks the beginning of a new phase of digital innovation at BMW Group.
DIMENSIONS OF REAL is a digital experience that plays with the aesthetics of technology that are not limited by the physical. It demonstrates the potentials of digitality and envisions what is yet to come.
BMW Group is pushing the boundaries of technology and design at the same time, resulting in a never seen before multi-sensory experience that redefines the notion of a concept vehicle.
The installation themes are grounded in the ambiance of BMW’s “MyModes”, iconic sounds from Hans Zimmer and future BMW color palettes.
Munich. BMW Group presents an immersive installation; interacting with our shared digital future at the occasion of CES, Las Vegas 2022.
BMW Group is leading the way people can experience its digital design vision in a spatial installation at the world’s largest technology event, CES, in Las Vegas.
DIMENSIONS OF REAL, conceived by DESIGNWORKS, BMW GROUP’s design innovation studio, is redefining the notion of a concept vehicle and invites people to embark on a multisensory journey. DIMENSIONS OF REAL is a purely digital format and an artful take on what is yet to come.
Instead of showcasing an actual car, BMW Group designed a digital installation with contrasting worlds. Together, these different worlds form an imaginative human-centered universe that envisions the infinite potentials of digitality for BMW Group and its customers.
As DIMENSIONS OF REAL engages the digital aesthetics of technology, BMW Group explores the future of mobility; which is not restricted by the physical. Whilst the installation themes are grounded in the ambiance of BMW’s “MyModes”, iconic sounds from Hans Zimmer and future BMW colour palettes, the bold conceptual vision takes the natural dialogue between driver and vehicle to a next level. It demonstrates how, in the near and far future, the BMW Group customer’s communication and interaction with a brand’s vehicle will be purely intuitively.
BMW Groups’s progressive exploration into the digital future is marked by the profound belief that technologies can change our world for the better through understanding and curation with the user. DIMENSIONS OF REAL is thus an elaboration of what we experience unconsciously as place, motion and presence.
As a curator, BMW Group brings its customers the best of both worlds, the digital and the physical, to make future mobility smart, rich, and beautiful. “BMW has always been pushing the boundaries of technology and design at the same time. We dedicate ourselves to the creation of human-centric products and experiences for all senses.” states Adrian van Hooydonk, Head of BMW Group Design.
Holger Hampf, President of DESIGNWORKS concludes: “Our digital future requires the knowledge and ability to work across multiple disciplines. As BMW Group’s Advanced Design Studio, DESIGNWORKS is thrilled to deliver a never seen before multi-sensory experience that redefines the notion of a concept vehicle.”
Visitors entering the exhibition space will discover four zones with portals into the different DIMENSIONS OF REAL. A wonderfully surreal journey across emotions and dimensions unfolds as users become part of the creation process through direct interaction with the digital concept vehicle in each world.
The first zone is a world of calm; with a serene landscape. The more still the visitor becomes, the more one-dimensional particles begin to reveal the vehicle on-screen. Moving to the second world, viewers experience a feeling of confidence where two dimensional planes form the vehicle through their two-dimensional movements. The third world is where the vehicle appears in three dimensions: Visitors enter a world of joy where, through expressive movements, one sees their movements mimicked in dynamic, ever-changing geometry. The surreal experience culminates in a final 4th dimensional space where one experiences the digital vision vehicle as a combined composite of the earlier interactions – articulating a previously impossible, new aesthetic expression of automotive design.