BMW i3
World Premiere
↓
BMW Park – Munich ’26
Commissioned to develop the concept, design, and media production for the BMW Group Media & Stakeholder Days, Elastique. created an immersive keynote experience for the world premiere of the 8th-generation BMW 3 Series.
Across 843 square meters of screen, media and architecture merged into a single immersive environment, setting the stage for bold worlds, powerful statements, and captivating storytelling.
For the BMW Group Media & Stakeholder Days, and as part of the core concept team at Elastique. I led the art direction of a large-scale keynote experience marking the world premiere of the 8th-generation BMW 3 Series.
My role focused on translating the creative concept into a cohesive visual story, defining the overall look and feel of the show, and guiding the Art Department throughout the project.
Spanning an immersive media environment of 843 square meters of LED surfaces, the experience blurred the boundaries between physical and digital space. Through dynamic motion design, bold visual worlds, and the seamless integration of music, media, light, and storytelling, the show transformed a product launch into an emotionally engaging experience for stakeholders, media representatives, and BMW employees alike.
Credits
Lead Agency & Dramaturgy: Blue Scope GmbH
Media Agency: Elastique.
Project Lead: Alexandra Gövert
Creative Director: Florian Nagel
Concept: Ronja Breitkopf
Art Direction: Bennet Meyer
Technical Director: Tobias Hoffmann
Lead Production & Senior Digital Artist: Christoph Grosse Hovest
Lead Production & Digital Artist: Celine Graf
Senior Digital Artist: Thomas Richardson, Till König, Jakob Saretz, Roel Kamps, Thomas Gugel, Paul Kusmaul, Gero Eckhardt, Burkhard Wittemeier
Senior Digital Artist: Annika Meyer, Oli Monn
Project Manager: Justine Pertz
