When screens are bigger than ever before. When an iconic brand has its 100th anniversary and longs for perfection. When something has never been done before and when it takes another 100 years for the next wish to make it perfect.

Working with the depth of the entire hall, the light architecture as a dynamic element built the stage for the active driving reveal of the cars.

The real ingredients here: an at the time non-existent car, a non-existent environment and a non-existing camera.

If you are wondering what we did here with this self-balancing beauty, the answer is simple: Just everything it required.

How to launch a car.
Virtually.

5 Days. 4 Cities. 1 Car like no other. The World Premiere of the new BMW Vision iNEXT touches all senses in an almost impossible showroom.