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.
BMW AG, Munich
Mutabor Design GmbH, Hamburg
Christian Dworak, Corinna Asmus, Patrick Molinari, Gerd Hermes