BMW Projection Mapping

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.