Sequential Dynamics

Redesign the exhibition space for the BMW 5 Series whilst making sustainable use of existing elements, such as the podium for vehicle presentation.

We focus on sequence and evolution, on reflection and dynamism. Mirrored end walls emphasise the length of the space. Rhythmically recurring elements in the reflection create a sense of movement and depth.

With spaciousness, elegance and high-quality materials, we set the scene for the presentation. Thanks to the long bench seat, the space gains a new sense of comfort that does justice to the vehicle experience and the manufacturer’s standards.

The first of the BMW model series has set new standards for the premium experience in the upper mid-range. For the graphics, we take the motif of the scale literally, apply it and turn it into a dynamic element that gives the space its rhythm.

We extend the platform at the head ends of the space to accommodate an additional vehicle. Visitors gain access to the exhibits via the walk-on ramp and can view them from various angles. This enhances the sensory experience and improves the emotional impact.

To add further dynamism, the vehicles are positioned at the edge of the ramp. This creates the impression that the vehicles could drive down the ramp at any moment. This element is derived from vehicle production, thereby establishing a clear link to series production.

Vehicle communication remains close to the exhibit. Illuminated graphic panels recessed into the ramp present the most important information. True-to-scale tactile models allow visitors to experience the distinctive features of the various vehicle generations through touch. Visual and auditory calls to action guide visitors to discover and compare key BMW design features. The multimedia presentation employs thematic clustering, making developmental stages traceable and models comparable.

The mirrored end panels, illuminated strips and the colour transition from white to black reinforce the sense of dynamism and sequence. Illuminated strips and vehicles are reflected into infinity.