In an elaborately-staged display "using aesthetic lighting installations and innovative storytelling", BMW claims to have "brought to life the development process and engineering expertise behind the 7 Series".
The installation will be on show at BMW Welt in Munich, brand stores in Paris and Brussels and the driving centre in Seoul showing how the brand claims to "combine art and technology".
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New 7 Series technology includes carbon core body structure, gesture control and laserlight. The aim of experiential marketing, the automaker said, is to use innovative approaches and the technology to bring the essence of the brand to life. The projection mapping installation uses new projection methods to visualise the design process.
Powerful projectors map images onto a series model. From the first line drawing to clay model to 3D drawing, in the space of two minutes, visitors are able to follow the evolution of the car from idea to finish. An additional screen provides further background information on the respective work phases.
BMW said it had deliberately located the installation away from showrooms and is making its presence felt in key cities.
"In this way, [we are] seeking active dialogue with cosmopolitan target audiences. The projection mapping format is a central element of the brand experience."
It is collaborating on this project with London-based agency Holition. Technology experts for virtual and augmented reality tailored the projects to the car model, spending several weeks working out the details. Every pixel has to be perfectly positioned to fit the body's design lines. Projection is unaffected by lighting conditions and full-quality images can even be mapped directly onto vehicle paint in daylight – a claimed 'absolute first'.
