BMW Panoramic iDrive at CES 2025
Planning a trade-show stand in mixed reality before it was built.
- Role
- Creative Technologist (internship): concept and implementation of the MR application
- Team
- Worked across design, engineering, manufacturing and suppliers
- Year
- 2024–25
- Context
- BMW Group Research and Innovation Centre (FIZ), Munich · Feb–Aug 2024
- Outcome
- Pitched to the BMW Group Board of Management.
- Tools
- Mixed reality
For the world premiere of BMW Panoramic iDrive at CES 2025, I designed and built a mixed-reality application that made the whole stand plannable virtually, including how the new head-up display reflects under realistic light. I pitched it to the BMW Group Board of Management.
At CES 2025 in Las Vegas, BMW premiered BMW Panoramic iDrive: BMW Panoramic Vision across the full width of the windscreen, an optional 3D head-up display, a central display and a multifunction steering wheel with haptic “shy-tech” buttons, running on BMW Operating System X. It goes into series production with the Neue Klasse from the end of 2025.
Public coverage: BMW Group press release · designboom · Autoblog
About the film above: it starts from a BMW Group press photo of the stand at CES 2025 (the scene with the road on the panoramic display); the camera movement and the moving light were generated with an AI video model. Photo: BMW Group.
The problem
The stand was oversized and architecturally complex, and it had to show a new head-up display. The open question: how would it look under real light, before anything was built?
What I built
A mixed-reality application that made the entire stand plannable virtually. It simulated the reflections of the new head-up display spatially and under realistic lighting conditions, before construction. I coordinated between design, engineering, manufacturing and suppliers.
Process
- A complex stand plus a new head-up display.
- Question: how does it look under real light?
- The MR application builds the stand virtually.
- Head-up display reflections are simulated spatially.
- Decisions are made before construction.
- Pitch to the Board of Management.
- World premiere in Las Vegas.
Outcome
- I pitched the application to the BMW Group Board of Management, including the Head of BMW Group Design.
- I accompanied the presentation in person at CES in Las Vegas.