BMW DWELLING LAB by Metzler:Vater Communication Group, TBWA\ Istanbul for BMW

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BMW DWELLING LAB

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Industry Cars
Media Design & Branding
Market Germany
Agency Metzler:Vater Communication Group
Agency TBWA\ Istanbul
Released April 2010

Credits & Description

Category: Public Spaces
Advertiser: BMW
Product/Service: DESIGN INSTALLATION
Agency: METZLER : VATER
Date of First Appearance: Apr 12 2010
Entrant Company: METZLER : VATER, Munich, GERMANY
Entry URL: http://www.metzler-vater.com/dwelling-lab.htm
Head of BMW Marketing Cooperations: Christian Cartsburg (BMW AG)
Divison Manager: Sören Fiedler (Metzler : Vater)
Senior Officer/Managing Director of Metzler: Vater GmbH: Robin A. Vater
Managing Director of Metzler: Vater GmbH: Urs Metzler
Media placement: Foto Shooting - Foto Studio Sirius, Kirchheim, Germany - 31 March 2010
Media placement: Salone Internazionale Del Mobile - Patio Of The Kvadrat Showroom, Milan Italy - 12 April - 17 April 2010
Media placement: Concorso D’Eleganza - Villa D’Este, Como, Italy - 23 April - 25 April 2010
Media placement: The Tramshed Event - London, GB - 22 September-26 September 2010
Media placement: Exhibition INTERIEUR 2010 - Kortrijk, Belgium - 15 October - 24 October 2010
Media placement: Exhibition Dansk Design Center - DDC, Copenhagen - 25 November - 27 November 2010
Describe the brief from the client
A design which grabs attention, and an extraordinary vehicle presentation - that is the Dwelling Lab, a futuristic concept for BMW and its partner Kvadrat.
The unique project wants to focus on the interior of a vehicle. The BMW 5 Series Gran Turismo was designed from an inner perspective. In order to design this installation according to the creative spirit of the Salone de Mobile, BMW and Kvadrat decided to task the Spanish designer Patricia Urquiola. Metzler: Vater Expo Design Services, specialist of exhibition and event constructions, to realise the ambitious design project.
Describe the challenges and key objectives
The agency attached diamond shaped cones, which were covered with clothes, to all four sides and on top of the vehicle. The surfaces of the diamonds were covered with typical interior objects.
The holding of the diamonds was a big construction challenge for Metzler:Vater Expo Design Services. Therefore, the team chose a very complex but light construction made out of fibreglass. Even if the material was only 25 millimeters high, maximum stability could be guaranteed.
Because of this innovative concept of construction, Metzler: Vater Expo Design Services won the comprehensive project pitch.
Describe how you arrived at the final design
The BMW was designed from an inner to an outward perspective reflecting the “now-or-never” lifestyle positioning of this car.
The BMW Dwelling Lab allows for the first time in history to see the interior of the car before you see the exterior. It highlights the growing importance of a car's interior.
Huge cone-like structures that seem to be growing out of the car's body, drawing the viewer inward. The inner surfaces of the cone structures are adorned with articles that the designers found in their own cars, or typically carry with them on journeys.
Give some indication of how successful the outcome was in the market
The design artwork BMW Dwelling Lab was exhibited during the Salone de Mobile in Mailand in the showroom of the Danish textile manufactory Kvadrat. Afterwards, the design installation The Dwelling Lab was exposed in the Villa Erba on the Lake Como in the context of the Concorso d'Eleganza Villa d'Este. After this event, BMW will send out the Dwelling Lab to international design hotspots.
Overall we have reached an accumulated target audience of 80,000 visitors with a lot of excitement and interest through viral photography and mobile communication to social networks (about 50% of the visitors).