4. BMW -2013 IAA booth “Infinite Driving Pleasure”
Project Overview
BMW has always emphasized “Driving Pleasure”, and at the IAA 2013 booth, MUTABOR concretized this brand spirit as the “Infinite Symbol (∞)”, interpreting the spatial narrative of “infinite extension of pleasure” through architectural flow and track systems.
▲Video Overview ©Mutabor
Design Highlights
1. Infinite symbol flow line
The exhibition booth forms an “∞” – shaped track as a whole, with visitors and electric vehicles moving forward in a staggered manner.
2. Dynamic Display
The vehicle continuously travels within the exhibition area, enhancing the experience of “driving in progress” rather than static display.
3. Three-dimensional annular orbital structure
The exhibition booth is connected by a circular track structure, resembling a giant “elevated test track”, where the audience is surrounded by speed and flow. The white space frame and streamlined design symbolize the combination of technology and elegance.
4. Strategic Significance
The BMW booth is not only a collection of exhibits, but also a symbolic narrative: driving pleasure has no end, but an ongoing journey. MUTABOR interprets the brand slogan through space, allowing the audience to remember BMW’s core values through physical sensations.
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