BMW is a brand that communicates the "ultimate driving machine." The brand strategy aimed at the consumer image is known for speed, handling and driving - sporty yet elegant and cool...
This particular installation promotes a new innovative use of technology. Successfully addressing the brand ident; control of motion (speed) and form. This piece show cases physical art as a kinetic sculpture, yet at the same time advertises BMW's engineering and techological superiority over it's competitors.
An installation featured in BMWs museum in Munich displays an array of steel balls attached to invisible string and is controlled via movements to create motion images of it's different products.
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