BMW - Product Info Center

BMW - Product Info Center

Corporate interior and brand experience at BMW World

Black liquid meander at BMW Welt – The Product Info Center (PIC) at BMW Welt reopened in an entirely new design language. The The Product Info Center offers customers who collect their new vehicle to engage in a personal introduction by specialists.

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The dynamic new architecture stuctures the space into individual briefing areas and fluctuates between openness and discretion. With its black meandering wall structure on 300 square metres, up to 13 individual briefings can be held simultaneously and without interference.

The briefing is personalised down to the last detail and precisely tailored to the customer and his new vehicle. To allow the collecting party a detailed overview of their individually composed functions and features, the BMW specialists have access to a database-supported, interactive presentation system, developed by the agency ART+COM. Whether ‘Motor’, ‘Lane Assistance’ or ‘Head-up Display’ – with the help of current 4K technology, touch sensors, and integrated gesture recognition, complex vehicle functions are explained virtually – with much more spatial freedom than possible in the actual car.

A contrasting light tinted timber spatial structure with fair wooden furnishings soften the technical experience atmospherically. The large-scale media applications are embedded in a circumferential media horizon that connects all stations to a holistic state-of-the-art spatial experience. The cockpit-like booths are furnished with bespoke seats, allowing up to a four people briefing.

A major challenge was the acoustic absorbtion within the entire space, including the briefing areas: Perfect acoustics have been achieved by microperforations in all even, curved matt and high gloss surface panels. To meet the high fire safety requirements all materials were pushed to the very limits of construction. A perfect result was achieved.

COORDINATION was responsible for the interior design concept and planning, ideation and implementation. The overall concept and all digital applications of the PIC were developed by the agency ART+COM Studios.

Client BMW AG
Assignment Idea, concept, planning and execution of the interior design and customized furnishings
Design Jochen Gringmuth, Katrin Weiß-Höppeler, Christian Skeide
Project Management Katrin Weiß-Höppele
Team Carén Becker, Vincent Cramer, Sonja Stadelmaier
Partner ART+COM Studios
Lighting Design Anne Boissel
Acoustic Engineer Krämer & Stegmaier GmbH
Site Supervision Katrin Weiß, Marc-Olivier Stellwag (bfm-net-GmbH)
Media Installations ART+COM Studios, Klangerfinder (Sounddesign)
Content Bavaria Film Interactive GmbH
Photos Bodo Mertoglu
Awards Automotive Brand Contest 2016 Winner
Office Coordination