A design concept for BMW experience day 2014 China. The client's target was a moving exhibition that could be erected within two days, extended or reduced based on various store sizes and 170 different locations.
Exhibitions normally face issues of bad viewing angles, unclear scenography, surprise effects, missing interaction and unclear people flow. With this concept these problems are solved by connecting each exhibition area via enclosed corridors that themselves act as display space for car parts, interactive content or images and are at the same time resting areas. The viewer needs to go with the flow and walks as directed with no possible short cuts, confusions or detours and thus gets to see every element of the exhibition in a carefully arranged sequence.
While the main exhibition spaces are standard boxes the modular nature of the corridors allows for faster move in time, great flexibility and reduced cost. Each module consists of prefabricated elements that are connected on site based on individual needs.
In addition the corridor elements can be used as stand alone modules for car display in retail or public space for short time promotion or product launches and I developed a series of scenarious and applications for different scenarios.