A central core of event marketing is to transport emotions. It is about an idea to make a philosophy or ideology palpable. This goal is difficult to achieve through the simple display of objects or complex technologies – as stylish as the environment is. The viewer does not always have the knowledge or understanding to find an emotional approach. It needs a kind of translation of feeling for outsiders. The agency Simple has tried this with the help of four sculptural exhibits, which should bring the ideas and technologies emotionally close.
As part of the 100th anniversary of the BMW Group 2016, four themed objects served as placeholders for the “top-secret Vision Vehicles” of the BMW, MINI, Rolls-Royce and BMW Motorrad brands. The exhibits were intended to convey the ideas and the technologies behind them sculpturally, kinetically, medially and interactively, without revealing details. Thus, the access was facilitated, emotions communicated as well as the curiosity and imagination stimulated. According to Simple, the exhibits represented a paradigm shift in the exhibit communication of the BMW Group. “They conveyed ideas and emotions, focused on customer benefit and the vision of a new driving pleasure.”
Among the sculptures was a seemingly living geometric sphere, a cube with gyroscopic flywheels, a light sculpture that synchronized with the visitor’s heartbeat, and an elegant pendulum that sparked a swarm of digital particles.
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