Spatial Communication

BMW Fair Stand IAA 2013

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The concept with which the electric vehicles BMW i3 and BMW i8 were launched at IAA 2013 aimed to convey sustainability-driven innovations and provide a sense of brand-typical driving pleasure. The implementation featured the distinctive key visual of “infinite driving pleasure” that served not only for communications but also applied to the space-defining stand architecture. The horizontal figure of eight worked like a giant Scalextric track that aimed to visualise what the claim promised. The continuous motion of the electric vehicles expressed series production readiness and suitability for everyday use.

  • Client:
    BMW AG, Munich
  • Design:
    Mutabor Design GmbH, Hamburg
  • Creative Direction:
    Christian Dworak, Corinna Asmus, Patrick Molinari, Gerd Hermes
  • Art Direction:
    Lennard Niemann