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BMW has put an illuminating new installation in place at four of its global locations, which is designed to show off the development process and engineering expertise behind the latest 7 Series.
Using an example of the Seven as a canvas, BMW Experiential Marketing uses projectors to map perfectly sized images onto a series model. During the course of two minutes, the lights display the first line drawings of the 7 Series, as well as clay modelling, 3D drawings and more. It allows visitors to follow the evolution of the G11/G12 Sevens from idea to finished flagships, with an additional background screen providing extra information on the work phases.
The BMW Projection Mapping will be on show at BMW Welt in Munich, the BMW Brand Stores in Paris and Brussels, and the BMW Driving Centre in Seoul. None of these, you'll notice, are car showrooms, as the German car company hopes to seek 'active dialogue with a cosmopolitan target audience', rather than having the illuminated Seven as part of a dealership experience.
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"Our aim is to bring visitors closer to the BMW brand through new and interactive experiences," said Claudette Pohl, project manager for experiential marketing for international brand formats. "In this project, we have found the ideal combination of ground-breaking digital 'luxury storytelling' and strong aesthetic appeal. As the BMW flagship and technology platform, this innovative approach to both content and medium suits the BMW 7 Series perfectly."