BMW owns a large plaza just outside the primary entrance to the Consumer Electronics Show (CES) in Las Vegas, NV, where they offer test drives and experiences with their most futuristic new vehicles. As such, it’s the first thing seen by the 170,000+ attendees of the world’s biggest 2016 tech conference. So we took advantage of the surrounding hotel’s 185-foot façade to give CES attendees an epic welcome and to drive registrations to the BMW Innovation Experience.