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BMW Gets Creative With Projection Mapping On 7-Series [w/Video]

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The BMW 7-Series will take center stage at key locations across the globe in elaborately-staged displays in which precisely sized images are projected on the body of the flagship sedan.

Those visiting BMW Welt in Munich, the BMW Brand Stores in Paris & Brussels and the BMW Driving Center in Seoul will be able to enjoy this combination of art and technology that will set new standards for customer experience, according to the automaker.

In order to further demonstrate the qualities of BMW’s flagship model, the 7-Series, the German brand turned to something called “Experiential Marketing” to tell the story of the car on the car.

The installation itself uses advanced projection methods to visualize the design process for the 7-Series. Visitors will be able to follow the evolution of the car in the span of two minutes as powerful projectors will map perfectly-sized images onto a real-life model.

“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.”

In order to create the exhibits, technology experts in the fields of virtual and augmented reality spent several weeks making sure every pixel was perfectly positioned to fit the car’s design lines. The projection itself is said to be unaffected by lighting conditions and full-quality images can be mapped directly onto the vehicle’s paint even in daylight, which is a first in this field.

Via Carscoops

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8th international festival of art, theater and new technologies “The Wonders of Possible”

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Between November and December 2021, Kyber Theater organizes in Cagliari (Italy) the 8th Edition of the International Theater, Art and New Technologies Festival called “The Wonders of Possible”.

Its aim is to promote the interrelation between artistic and technological languages.

Kyber Teatro – spin off of L’Aquilone di Viviana (theater and new technologies company, LMDP Festival organizer), addresses to Italian and International artists, also emerging companies and/or under 35 artists, an Open Call to submit their projects about “Interaction between arts and technologies”.

Among innovation and imagination and between humanist and scientific culture, the Festival presents every year a rich schedule of activities and events, all focused to spread the knowledge of this specific artistic-technologic sector according to the new digital creative field. It is characterized by a strong community dimension. Particular attention is paid to the public, accompanied to approach and understand all the Festival performances and activities, with the organization of an intense program of performances, installations, shows, workshop, talks and conferences, characterized by a high level of interactivity and transdisciplinarity.

One of the Festival’s most original features is the attention to the educational perspectives of the planned activities, aimed in particular at young people, with the involvement of the high schools and the humanities and sciences universities courses.

The goal of LMDP is also to foster the creative approach to new technologies by the new generations and their more conscious use, offering them workshops, conferences and training internships, so these skills can be used in the digital creative sector and in particular it can be a training of new professionals and talents inherent to the sector.

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