BMW: Mediatecture

Credits:

Type of Entry: Environmental Design
Category: Environmental Design: Permanent
Title: MEDIATECTURE
Advertiser/Client: BMW GROUP
Product/Service: BMW
Entrant Company: ART+COM Berlin, GERMANY
Design/Advertising Agency: ART+COM Berlin, GERMANY
2nd Design/Advertising Agency: ATELIER BRÜCKNER Berlin, GERMANY
Creative Credits
Name Company Position
Joachim Sauter Art/Com Creative Director
Uwe Brückner Atelier Brückner Creative Director
Dennis Paul Art/Com Art Director
Susanne Traeger Art/Com Computer Animation
Jens-Ove Panknin Art/Com Computer Animation
Christine Paech Art/Com Computer Animation
David Siegel Art/Com Computer Animation
Gerd Grüneis Art/Com Computer Animation
Tobias Gremmler Art/Com Computer Animation
Details
Brief Explanation:
The BMW Museum is built in the form of a city space with seven “houses” around a central plaza. This plaza itself is not vast; therefore, the first challenge was to expand it by media. To achieve this, we covered the facades of these houses with a 700 sq m Mediatecture, a symbiosis of media and architecture. Secondly, cars in a museum are not in their natural habitat, but instead are confined and staying put. We used media to make them move again. By Mediatecture we finally achieved both the key objectives: Enlargement and Dynamism.
Describe the brief from the client:
The approach was to create a dynamic environment for a museum of mobility.
Description of how you arrived at the final design:
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.
Indication of how successful the outcome was in the market:
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.