BMW X3: Beyond Boundaries

Lead Designers Chen, Chao-Hsin

Entry Description

The launch conference for the new BMW X3 model was a stunning display of innovation, featuring dynamic lighting, multi-resolution LED screens, and interactive floor projections to create an engaging sensory experience. A key highlight was the intelligent lighting control system, which synchronized lighting, imagery, and vehicle movements using time code, resulting in seamless and captivating effects. This sophisticated use of lighting, rich in color and depth, not only showcased BMW's technological prowess but also elevated the brand's identity, igniting a sense of exploration and excitement among attendees.

The lighting design for this event captures the theme of “exploring the unknown and harnessing endless possibilities.” In the competitive luxury car market, brands must not only enhance their products' design and performance but also deliver a captivating sensory experience to engage consumers. This event redefines the traditional car show format by seamlessly integrating dynamic lighting, LED displays, and floor projections, creating a 360-degree immersive experience around the vehicle. This innovative approach embodies the concept of exploration and offers a striking visual display that invites interaction and excitement.

Sustainability Approach

This innovative lighting design achieves a striking visual impact while prioritizing sustainability. By employing digital lighting technology and virtual image scenes, we eliminate the need for traditional physical sets, significantly reducing resource consumption. All fixtures throughout the venue are high-efficiency LED lights, which not only generate stunning visuals but also lower energy usage. Furthermore, the modular lighting system allows for seamless adjustments to accommodate various scenarios, extending equipment lifespan and optimizing resource utilization. This approach demonstrates a commitment to both aesthetic excellence and environmental responsibility.