The BMW 7 Series is the ultimate physical embodiment of the BMW brand in terms
of its precision craftsmanship, technological innovation and visionary design. Holition
is a creative technology agency driven to reinvent the future through the lens of
digital anthropology. BMW collaborated with Holition to explore ways in which an
experiential installation could communicate the unique blend of art and science
exemplified by the 7 Series.
The humanisation of technology is a core value of Holition and it also became the
key aim of this project throughout the bespoke projection mapping and face tracking
application which emerged.
Launched on Nov 9th inside BMW’s brand epicentre, BMW Welt in Munich, visitors
have been hypnotised by a 27 second projection mapped installation which
beautifully tells the story of the 7 Series creative process. Holition created and
programmed an innovative visual sequence which illustrates its intricate evolution
from design inception to manufacture. It takes visitors on an educational journey
showing the human craft involved in creating the technical blue prints and clay
casting, to the machine craft involved in the engineering and build of such a
luxurious and advanced car.
Not content merely designing a strong creative statement, Holition wanted to break
new ground with this collaboration and therefore when told that globally no-one had
ever successfully projected onto a car in daylight, a new challenge was accepted. This
is significant as to showcase projection mapping traditionally, the environment must
be darkened and this therefore limits where the project can be shown. Holition’s
creative and development team worked tirelessly to test the projection so that by its
final incarnation the visitor is instantly attracted and amazed when the visual
sequence starts to appear and unfold on the car exterior. The projection effectively
brings the car to life.
The second part of the creative installation involved Holition customising its
advanced face-tracking technology to design an interactive augmented reality
experience. The Holition team developed mobile application based software which
used a depth camera to track the surface dimensions of a face and then apply a
virtual layer of information thereby creating a new visual reality. The creative team
were completely inspired by the futuristic material elements and natural curves of
the BMW 7 Series and this is what appears on the visitor’s face, resulting in a hugely
intriguing hybrid human look which is both memorable and playful.