Cannes Lions

BMW

ART+COM, Berlin / BMW / 2009

Awards:

1 Gold Cannes Lions
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Overview

Entries

Credits

Overview

Description

The approach was to create a dynamic environment for a museum of mobility.

Execution

To achieve the transformation from a screen-based cinematic to a dynamic architectural surface, the 700 square meters of the walls are completely covered with 1,7 million mono-chrome white LEDs and are then covered with 13-meter-high opaque glass. With this, no technology is visible any more.

Outcome

The Mediatecture on one hand enlarges the space by extending it virtually through three-dimensional moving images.

It also sets the exhibited “parked” cars into motion relative to the animated walls. In the reactive mode, the pattern of illumination changes according to the mere presence of visitors and thus actively involves them in the scenario.After the re-opening in June 2008 the visitor attendance of the museum doubled in comparison to the year before.

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