BMW Guggenheim Labs
ROLES
CONCEPTUAL THINKING : STRATEGY : PRESENTATION VISUAL DESIGN : INTERFACE DESIGN
BMW partnered up with the Guggenheim Museum in 2011 to form the 'BMW Guggenheim Lab'. The aim was to host a series of events at major cities around the globe. The events asked citizens to re-think their city, trying to find ways to make urban living more 'comfortable'.
At the time Imagination was invited to pitch, the 'Lab' had already been in New York. BMW felt that the agency that handled it, had not exploited the ideas' full potential.
The next stop of the tour was Berlin.
Our idea was to empower the citizens of Berlin to drive change, facilitated by the Lab platform. A group of well respected local ambassadors would be chosen to run the event. They would range from experts in urbanism, education, and sustainability, to architecture, art, design, science and technology.
We wanted to push the challenge further, asking citizens to not only 'Re-think' but to 'Re-make' their city. Berlin being a very appropriate starting location.
At the time Imagination was invited to pitch, the 'Lab' had already been in New York. BMW felt that the agency that handled it, had not exploited the ideas' full potential.
The next stop of the tour was Berlin.
Our idea was to empower the citizens of Berlin to drive change, facilitated by the Lab platform. A group of well respected local ambassadors would be chosen to run the event. They would range from experts in urbanism, education, and sustainability, to architecture, art, design, science and technology.
We wanted to push the challenge further, asking citizens to not only 'Re-think' but to 'Re-make' their city. Berlin being a very appropriate starting location.
The entire city is the 'Lab', shaped by the citizens, who create crowd-sourced experiments that inspire change.
Before the event comes to town; we would produce an above-the-line campaign to attract and inspire our target audience of 'urban optimists'
Before the event comes to town; we would produce an above-the-line campaign to attract and inspire our target audience of 'urban optimists'
Pop-up activations, create examples of possible transformations.
Interactive and traditional OOH executions target specific locations that could make interesting community projects.
An app is released, collecting data on the citizens that helps inform the content for the event. This also becomes an interesting start to social commentary and the Citizens understanding their city in even more depth.
Interactive and traditional OOH executions target specific locations that could make interesting community projects.
An app is released, collecting data on the citizens that helps inform the content for the event. This also becomes an interesting start to social commentary and the Citizens understanding their city in even more depth.
All media points to an online platform that aggregates social commentary and provides functionality for the citizens to suggest community projects. The first members to propose projects become ambassadors of the projects. The Lab tracks the popularity of projects, committing to supporting the most popular. Lab ambassadors are also encouraged to back and campaign for their favourite projects.
This all becomes a modular kit that can be replicated in any city, with the intention of building a larger platform to house the cities. Generating global inspiration to drive change; the platform will allow citizens from cities outside of the Lab tour to set up their own 'Re-Make' movement (similar to how Ted-X works).
Re-Make the city, put's the Lab platform's 'money where it's mouth is'. Not just being a tour of talks, but a living breathing social experiment that is ignited by the tour and lives way beyond it.
Re-Make the city, put's the Lab platform's 'money where it's mouth is'. Not just being a tour of talks, but a living breathing social experiment that is ignited by the tour and lives way beyond it.
