BMW xWalk

This case study explains how BMW, the car brand, created an art installation at the Dubai World Trade Centre that gave people experience of their new BMW X6, with an optical illusion.

BMW xWalk

We created an art installation at the Dubai World Trade Center that let everyone experience the benefits of the BMW xDrive, without even having to step into the car. A stunning 3D optical illusion, made up of 50,000 X's mapped out on a grid which spanned an area of 42 square meters, demonstrated the xDrive feel. Although the ground looked uneven, walking over it felt plain smooth. A QR code scan led to more information and a real test drive with the BMWX6

Marketing Context:

BMW currently leads premium automobile brands in the Middle East market. The target...

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