The task of the first BMW Group press conference at the IAA 2013 is the joint presentation of all brands and sub-brands and their strategic importance. On 3000 sqm, a driving production for more than 60 choreographed vehicles is created, which in an exciting dramaturgy makes the respective character and strategic significance of the individual brands emotionally tangible.
The 35-minute show leads in seven acts through the brand worlds of the BMW Group and MINI, Rolls-Royce, BMW, BMW Motorrad, BMW M und BMW i – for each of which gate.11 has created its own media staging. The media dramaturgy underlines and reinforces the typical character choreographies of the up to 25 simultaneously driving vehicles: animated street art facades for MINI, poetic star fields for Rolls-Royce, animations that play with depth perspectives or set impulses condense into an unforgettable show.
Light and video define the space to a large extent without architecture. Lateral LED walls open and close the stage space as required. In this way, the 50 metre wide and 80 metre deep stage offers sufficient space for up to 25 vehicles travelling simultaneously at high speed. Their choreographies interact with the light and media installations as well as the surround sound – and transform the stage into changing brand worlds.
Dynamic cross-country rides by MINI, which shoot across the stage from the side alleys, or the complex diagonal rides of the intersecting BMW EfficientDynamics fleet, present a poetic vehicle ballet.
