Elastique. — Giving Brands a New Story

The creatives at the owner-managed Elastique. design agency love alluring with never-seen-before images and exciting stories that make brands relatable and still future-oriented. Emotional presentations are developed in an interdisciplinary way using all available technologies. It is not uncommon for this approach to lead to entirely new forms of communication.

Elastique. interviewed by Red Dot

Red Dot: For BMW’s appearance at the IAA, you developed several multimedia elements such as a futuristic keynote presentation or an interactive modular stand. Was your intention to provide visitors with a bridge to the future?
Elastique.: Absolutely. Digitalisation is a big topic, also in the automotive industry. Everyone is talking about the metaverse. We think it is important for people to understand and recognise that this means not just entering into some kind of fun gaming world. They should know that there is great potential to make the future more sustainable, more respectful, global and, ultimately, better for all of us if we can connect digital solutions with our physical world.

Despite all the technical and media options, how important is it for brands such as BMW to appear relatable and how do you achieve it?
We can make the brand more relatable precisely because of these media options. Our interactive installations are primarily “conversation starters” – genuine “communication tools”. They allow our employees to start having a conversation with visitors, to make complex subjects easier to understand and to enter into a dialogue. Because one thing is certain: the days when brands could talk down to the public and customers would feel lucky to come into contact with the object of desire are long gone.