BMW : A Window into the Near Future

The future, in real time.

Published On
Nov 11, 2012

Editor's Pick

When looking in a mirror, not that many people want to see their future (i.e. ageing faces, wrinkles), but Kirshenbaum Bond Senecal + Partners and Spies and Assassins run with the concept in a super fun way for BMW. To spread the word about BMW's iTour, the agency erected this "Window into the Near Future" along Sixth Avenue in New York City that transforms live traffic into BMW concept cars that look totally sci-fi. But the coolest bit? As futuristic as it may seem, the digital façade actually represents what the streets could look like in just a couple years when the BMW i3 and i8 electric vehicles are in production.

The hardware behind the installation included three hi-tech cameras, a 3M Vikuiti projection screen and two 40,000 lumen projectors, while car tracking technology--with in-house tweaks from the kbs+ team allowed the display to accurately mimic real-time traffic and environmental conditions.


Nov 12, 2012
Brand :
Client :
Agency :
Kirshenbaum Bond Senecal & Partners-New York
Agency :
Spies and Assassins
President/Co-CCO :
Ed Brojerdi
Co-Chief Creative Officer :
Izzy DeBellis
Executive Creative Director :
DJ Pierce
Associate Creative Director :
Kevin Keehn
Associate Creative Director :
Cesar Rubin
Senior Producer :
Dennis Hanley
Art Director :
Olena Shmahalo
Lead Developer :
Jake Lee-High
Product Analyst :
Matt Richard
Product Architect :
Chris Gsell
Interaction Designer :
Diego Rioja
Head of Interaction Design :
Jed McClure
Director, Product Architecture :
Vikram Tank
Chief Information Officer :
Matt Powell
Executive Director, Technology :
Mike Dory
Executive Technical Producer :
Nick Meyer
Photographer/Retoucher/Illustrator :
John McClafferty
Production :
Deirdre McMurray
Agency Producer :
Ed Miranda
Audio Visual Production :
Glen Sanders
IT :
Mike Kelberman
Executive Creative Director/Production :
Michael Craven
Creative Director :
Marc Hartzman

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