An out of the ordinary setup in the German brand’s structure in via Monte Napoleone 12 for the experience linked to the new Sport Activity Vehicle. Between real, digital and virtual world
The game between digital and virtual is animating the launch of BMW iX2 – the electric variant of the X2, arriving in a few weeks – through an ad starring the virtual influencer Lil Miquela: the claim “Make it real” accompanies the introduction of the model on the market. The German company has also thought about an installation at the House of BMW in via Monte Napoleone 12to Milan, which represents the brand’s first multisensory experience, generated together by technology and human creativity. The immersive journey will be open until February 18 and is inspired by the concept of Joy, the central value of the BMW vision.
THREE STATIONS
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The itinerary in the House of BMW is divided into three ‘stations’. In the first – The sound of Joy – a musician duets together with a piano powered by Artificial Intelligence. The spectacularity of the live performance is given by the fact that the two pianos do not follow a pre-established score or algorithm but improvise, demonstrating man’s ability to adapt to generative software and vice versa. In the second station, one visual artist creates a work of art always collaborating with the AI which reworks the drawing at a time chosen by the artist. In the third station – The Scent of Joy – the guest can watch the four salient scenes of the launch commercial of the new iX2: each is associated with a fragrance created specifically for the occasion, which the guest can smell while watching the video , living an immersive experience. The route guides the guest towards the last room, covered in mirrored films, where the ‘heart’ of the whole experience is displayed: the BMW iX2. Without a doubt, a nice idea combining real, digital and virtual world.