Spatial Communication

BMW Fair Stand IAA 2013

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.

Red Dot

Credits

Client:

BMW AG, Munich
Design:

Mutabor Design GmbH, Hamburg
Creative Direction:

Christian Dworak, Corinna Asmus, Patrick Molinari, Gerd Hermes
Art Direction:

Lennard Niemann