Bring to life, on their iconic 4 cylinder building, the BMW story of sustainable transformation.

The Department projected visionary messages onto the famous, 100m tall, BMW headquarters – using completely green power (no easy feat!). We took the guests on a journey through BMW’s iconic past, to their future vision, with a focus on their innovative Circular Economy. Working with the building’s unique architecture, 3 projector towers and a total of 36 projectors, displayed bold, colourful, and artistic content, bringing JOY to IAA, Munich and the World!

At a Glance

3.32m engagement on BMW branded channels

879,000 likes across social media on launch night

80m Impressions

400,000 visitors to IAA

200,000 visits to

“Our four-cylinder HQ is the architectural icon of the BMW Group and a special landmark of the city of Munich. We wanted to send out a strong signal of our commitment to a sustainable vision of the circular economy in the world. "

Head of BMW Brand Communication and Experience, Stefan Ponikva