MUTABOR × 国际展台四大经典案例｜回望依旧巅峰

4. BMW宝马汽车——2013 IAA展台“Infinite Driving Pleasure”
4. BMW -2013 IAA booth “Infinite Driving Pleasure”

项目概况 / Project Overview

宝马一直强调“驾驶乐趣（Driving Pleasure）”，在IAA 2013的展台中，MUTABOR 将这一品牌精神具象化为“无限符号（∞）”，通过建筑化的动线和轨道系统，演绎“乐趣无限延展”的空间叙事。
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.

▲视频概览 / Video Overview ©Mutabor

设计亮点 / Design Highlights

1.无限符号动线 / Infinite symbol flow line

展台整体形成一条“∞”形轨道，观众与电动车在其中交错前行。 
The exhibition booth forms an “∞” – shaped track as a whole, with visitors and electric vehicles moving forward in a staggered manner.  

2.动态展示 / Dynamic Display

车体在展区内不断行驶，强化了“驾驶在进行”的体验，而非静态陈列。 
The vehicle continuously travels within the exhibition area, enhancing the experience of “driving in progress” rather than static display.  

3.立体环形轨道结构 / Three-dimensional annular orbital structure

展台整体以环形轨道结构串联空间，宛如一座巨型的“高架测试跑道”，观众置身其中，仿佛被速度与动线环绕。白色空间框架与流线型造型，象征科技与优雅的结合。
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.战略意义 / Strategic Significance

BMW展台不仅是展品的集合，更是一种象征性叙事：驾驶乐趣没有终点，而是永续的旅程。MUTABOR 用空间“诠释”了品牌口号，让观众通过身体感受记住宝马的核心价值。
The BMW booth is not only a collection of exhibits, but also a symbolic narrative: driving pleasure has no end, but a sustainable journey. MUTABOR interprets the brand slogan through space, allowing the audience to remember BMW’s core values through physical sensations. 

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