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BMW Innovationsstraße (Innovation Street)
“Freude am Fahren” (“Sheer Driving Pleasure”) is the promise BMW makes as an automaker of particularly sporty and dynamic cars.
Just how this promise translates into technical reality, can be seen by strolling down their so-called “Innovationsstraße” (“Innovation Street”) at numerous car shows and promotional events. Interactive exhibits demonstrate how the latest BMW technologies work in an entertaining and informative way.
As part of an invitation-only competition involving many specialist agencies, the designs submitted by Die Werft won us the contract for three out of six exhibits.
Based on the motto, “experience, appreciate, desire”, technology comes alive in the real sense of the word. For instance, the exhibit for the intelligent All Wheel xDrive simulates the complete mechanical experience of driving on different surfaces and thus intuitively conveys the benefits of a variable drive train with split power distribution.
The other themes are equally simple and effective in their design and execution – whether it be the superior dynamics of the BMW rear-wheel drive, or the “forward-looking” adaptive headlight control that can literally see around corners.
Smiling faces at BMW – matched by rapt expressions on the faces of stand visitors.
