With BMW Welt, the Munich automobile manufacturer provides a multi-media look behind the scenes of the company.
Hamburg/Munich, October 17th, 2007 - BMW Welt in Munich has opened its doors. The Munich automobile manufacturer's new experience centre is home to automobile exhibitions, an automobile delivery centre and an event hub all under one roof. Customers and visitors are provided with a closer than ever insight into all aspects of the BMW brand. Interone Worldwide, a BBDO multi-channel specialist, has supported BMW Welt in the areas of infotainment and visitor guidance. A total of six multi-media applications have been developed by Interone Worldwide that are available throughout the centre on numerous touch screen and information terminals.
Highlights at the Technology And Design Atelier - in the BMW Welt experience section - include an interactive design table and the engine gallery applications both created by Interone.
With the design table, the BBDO agency was able to create an unusual user interface using the latest multi-media technology. The large, table-like screen gives the illusion of being a surface of water. However, the interface not only looks like real water, it also behaves like it. Touching the screen prompts the water surface to ripple, and stroking it results in the water swirling. As with a multi-touch screen, the application is able to respond to several touches simultaneously and at the same time.
The design table in the Technology and Design Atelier provides information about BMW design. The application's content is divided into three pillars that can be called up via the icons on the water surface. The first of the three pillars provides insights into the design process, the second about the people behind the BMW design, and the third presents the detailed characteristics of BMW design.
The complete application was implemented in the programming language C# and runs of the graphic card of a high-performance computer. The actions of the users are picked up by infrared sensors that are positioned directly above the screen and pass the information on to the application.
When developing and implementing the touch screen application for the engine gallery, Interone had one clear aim in mind: to present engine technology in a clear and entertaining manner. The request was to explain complex technical concept in an easy-to-understand and interesting way so that it could be enjoyed by users without any technical knowledge. BMW uses the engine gallery to introduce the core of its brand: its innovative engine technology. Seven engines are presented in the form of sculptures. The exhibits are invitingly positioned around the room and reflect in a black, glass floor panel. A touch screen is positioned in front of each engine which display Interone's engine gallery application.
The terminal applications take the sculpture presentation of the engines, the mirror effect of the gallery, their dark colours and their spaciousness into account. Easy-to-understand films give a brief explanation of the engines' technical highlights. Audio features provide insights into development work at BMW. They tell stories about creativity and the art of engineering, explain the milestones of modern engine development and tell of the task to overcome the challenges of tomorrow. Exciting stories, that provide the public with a fascinating look under the bonnet of BMW development centre.
Furthermore, Interone developed and implemented the interactive, multi-media touch screen terminals for brand and technology features as well as the BMW ConnectedDrive application. These virtual worlds and numerous exhibitions allow users to experience the BMW brand as never before as well as providing them with lots of interesting background information.
The product terminals, which provide information via the vehicles on display in the experience section, were also developed by the BBDO agency as well as the information terminals - the central visitor information system.
Users and visitors interested in BMW Welt can also visit the website designed by Interone.
Contact partner at Interone Worldwide Hamburg:
Martin Studemund
Project Management
T +49-40-432 969-53 89
mailto: martin.studemund@interone.de
