Overview
As the Creative Director of our interaction design team, I had the privilege of leading a talented group of user experience designers, generative art developers, and creative technologists in crafting "Dimensions of Real," an immersive installation for BMW's showcase at CES 2022. Our objective was to transcend traditional automotive design by exploring the possibilities of a digital concept car, unbound by physical constraints, and to create a sensory-rich experience that would deeply resonate with participants.
We drew inspiration from BMW's "My Modes," which are digital features that activate various user experiences within their vehicles, such as Sport, Efficient, Personal, Relax, and Expressive. Our approach was to extrapolate these modes beyond the confines of screens, transforming them into immersive environments that users could physically navigate and engage with on a multi-sensory level. This endeavor required a harmonious blend of cutting-edge technology and innovative design thinking.
To bring this vision to life, we employed advanced motion tracking systems that allowed the installation to respond dynamically to each participant's movements and behaviors. This interactivity enabled users to transition from passive observers to active co-creators of their experiences. For instance, in the "World of Calm," the vehicle's form materialized through the stillness of the visitor, while in the "World of Joy," expressive movements influenced dynamic, evolving geometries. The journey culminated in the Infinity Room, an LED and mirror-clad space designed to immerse visitors in a boundless digital realm, effectively dissolving the boundaries between the physical and virtual worlds.
This project exemplified our commitment to pushing the boundaries of digital design and human-computer interaction. By integrating user-centric design principles with state-of-the-art technology, we crafted an experience that not only showcased the potential of digital aesthetics but also redefined the concept of a vehicle in the digital age. "Dimensions of Real" stands as a testament to our team's dedication to innovation and our ability to create immersive, emotionally engaging experiences that resonate with users on a profound level.
