Imaginary Forces

For BMW's Event and Delivery Center currently under construction in Munich, Imaginary Forces collaborated with architecture firm COOP HIMMELB(L)AU to create a full-scale building environment that will stand as a multidimensional symbol for the BMW brand.

IF designed a theatrical translucent LED curtain that encircles the 'stage,' serving as a dynamic interface between the two primary functions of the building: car delivery and brand experience, a physical manifestation of the BMW brand in concept, form, and content. IF also designed physical exhibits and retail spaces based on a modular system inspired by the curves, materiality, technology, and spirit of BMW cars.