International Motor Show 
Dubai, UAE

Interactive Exhibition According to BMW

Interactive exhibitions can be produced in many different ways. However, a brand such as BMW needs something special. This means that everything has to follow a specific style, especially in a demanding show such as the International Motor Show in Dubai. Different from anything else you could see at the show, Stereolize created something unique for such a prestigious client.

The interactive exhibition for BMW at the International Motor Show in Dubai

The purpose of an interactive exhibition

An AR mirror was developed for this interactive exhibition

Of course, at Stereolize, we don’t just deliver simple exhibits. Our work consists of understanding the primary needs of a solution. In this case, it was quite clear that we had to produce something that had to catch visitors’ attention but, at the same time, it had to inform. In addition, it had to be interactive to make it entertaining and appealing.

For this purpose, we definitely wanted to work on a solution that would create a connection between the BMW brand and the visitors. Therefore, the corporate image and look and feel of BMW played a significant role. If we could generate that connection then the information would become something a visitor would want to interact with.

Our solution: visitors facing the interactive exhibit
The interactive information displayed on the mirror

The solution.

Certainly, making the visitor become part of the brand is potentially the best way to create this connection. Our solution was an interactive mirror in which visitors could see themselves physically related to BMW. And we called it the BMW Mirror Steles.

Even though the BMW Mirror Steles was developed to enhance car models from BMW, the connection started when the visitor would stand in front of it. This is where the connection with the brand began. People would face the installation that immediately showed an interactive menu. Most important, this menu would be opened around the person’s reflection on the mirror. We wanted people to see themselves as part of it all.

Augmented information.

Using augmented reality, the reflection of the visitor would be matched with an actual car. Additionally, the person could navigate through the futuristic and slick interface of the application with simple and intuitive gestures, without the need to touch the screen. This is how additional information could be retrieved at all times.

Visitors see augmented reality content around their reflection

The technical idea.

The interactive exhibit consisted of a special spy-glass mirror installed in front of a 65” LCD screen. For capturing the gestures, and making the content react to them, we hid behind the glass a Kinect device that tracked all the movements and height of each visitor standing in front of the steles. This is how we ensured that the interface elements would appear around the reflected image of the person interacting with the device. 

A sketch representing the technical setup of the exhibit

As personal as it can be.

Everything had to be personal. What car to show to the visitor? How could we make sure that the person could entirely enjoy the experience? To answer these questions and make sure this solution would meet our goals, we used a custom-made software developed by the Fraunhofer Institut. Surprisingly, this software was able to track and recognize the mood of the person and offer a car model that would suit that mood.

Finally, we went even further with a very special feature that allowed visitors to take a short clip of their interaction to stream it directly onto the Facebook page of BMW Dubai.

Individual visitors could enjoy a personalized experience
The interface allowed users to customize their car
The navigation and menus offered a lot of details

Personal view, personal BMW.

We took care that the content, apart from appealing, allowed visitors to personalize even more the car that matched their personality. Once you were offered a model, you could read through its technical description and customize it in color and features, among others.

This personalization required a lot of skill to ensure that the interface, combined with the gestures, would work in an easy and intuitive way from the very beginning to the end of this experience.