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BMW & FC Bayern 
Interactive Fan Experience

Take an AR photo with FC Bayern Basketball stars and configure your dream BMW with an interactive fan experience.

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Brand Activation Space

This brand space celebrates FC Bayern Munich Basketball’s new partnership with BMW and is now a permanent fixture at Munich’s historic 1972 Olympic basketball stadium.

We transformed a vacant space into a spatial installation comprising of three interconnected elements: an AR photobooth, an FC Bayern-themed BMW car configurator, and a multi-layered dynamic media gallery.

In tribute to the Basketball stadium, we designed court-inspired flooring in collaboration with AMU Architekten to guide fans towards the installation’s three touchpoints. The overhead signage displays the brand partnership statement "We power joy. Together."

All AR content was produced in collaboration with Rapid Peaks and prototyped in house. 

AR Photobooth

The AR photobooth is the installation's first touchpoint. Here, fans can take augmented reality photos with their favorite FC Bayern players using a customized version of the immersive instruments infinity terminal – an interactive touchscreen seemingly suspended in infinite coloured, programmable lights.

 

User journey

Press start and select up to five of your favorite players →

← Strike a pose and wait for the countdown.

Download your picture via QR code to your device and choose to share it to the media gallery →

Photorealistic Realtime
3D Car Configurator

At the center of the spatial installation is a custom immersive instruments Commune S table with a 55-inch touchscreen and object detection. 

 

Visitors can configure virtual photorealistic BMWs by selecting wheels, paint colors and stickers. ↓

[[placeholder - use render /animation showing different car colours]]

And view a custom, live rendered, highlight reel of their configured car featuring their favorite players in a basketball-inspired environment. ↓

[[placeholder - use render /animation showing end reel with players and envrionment]]

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Dynamic Spatial Media gallery

The media gallery is a multilayered spatial installation comprising of various sized dynamic screens.
Fans can view their content from the AR photobooth and car configurator or download and share it
via a QR code on social media.

Client: BMW Group & Rapid Peaks
Creative Director: Lois Kainhuber 
Project Lead: David Leroy
Art Director: Alan Alves
3D Artists: Nino Matthey, Carlos Serrano
Tech Engineer: Wieland Hilker, Manuel Bossard, Gero Doll
Lead Product Designer: Andreas Müller/ AMU Architekten
Product Designer: Simon Heidenreich, Julian Franzen/ AMU Architekten
Web developer: Shadrack Itulah
Fabrication: ewos GmbH HEART 1




Architecture & Interior Design: AMU Architekten
Furniture & Installation: EWOS Group heart 1