The "Mega Me" installation is an immersive experience as part of the product launch for BMW’s new vision vehicle. It gives visitors of the BMW Welt the possibility to become a part of the BMW brand and interact with its products in a unique and engaging way. 

Our team developed an innovative media system that could process images in real-time and create an illusion that would feel realistic, as though the elements of the animation were reaching out of the screen. We also wanted to make the technology behind it invisible, so visitors focus on the fun and playful journey through the imaginative world of BMW's i Vision DEE, rather than the technicalities of the installation. 

Our objectives were to introduce the i Vision DEE, create a buzz around BMW Welt, increase visitor engagement through interactivity and provide a memorable experience that would leave a lasting impact on visitors. 

With the help of artificial intelligence, visitors can become part of the film about the new BMW vision vehicle on a 42 square metre LED screen: a naked eye three-dimensional, spatial illusion is created. And the visitor is right in the middle of it. Never before has this technology been used in the field of large-resolution LED screens.

First, visitors photograph their faces at a photo point. The resulting image is transferred to the face within the animation in a matter of seconds by the use of artificial intelligence.

In this so-called "anamorphic illusion", it appears as if elements of the film reach far out of the huge screen. To create this illusion and to integrate the faces of visitors, the team developed a complex media system that assembles the individual image elements in real-time.

With this new production, BMW offers visitors of the BMW Welt an experience that is as spectacular as it is joyful—a lasting souvenir of their visit. This installation is particularly relevant for international visitors of every age because it showcases the brand's cutting-edge pioneering spirit and creativity. BMW Welt in Munich, Germany, is a major tourist destination with more than 2 million visitors per year for people from all over the world. By offering this unique and interactive experience, the brand can differentiate itself from other competitors and leave a lasting impression on visitors.

The i Vision DEE had its premiere at the CES in Las Vegas, an annual showcase of cutting-edge consumer technology. The premiere generated buzz and excitement, which simultaneously gave the starting signal for the BMW Welt experience.

The production of the personalized 3D billboard took about five months.

A team of experts with diverse skills, such as animators, developers, 3D artists and Artificial Intelligence (AI) specialists developed this versatile and scalable installation.

The AI face swapping algorithm has never been done before in this high resolution and nearly in real-time – in an onsite spatial installation.

Many postings on social media platforms and other channels caught the attention of the broader public.

Since January 2023 BMW Welt is showing the media installation that is the only one of its kind in the world, serving as a new benchmark in terms of seamless integration of technology and consumer interaction, all in pursuit of elevating the BMW brand experience.

By allowing visitors to become a part of the animation, we have successfully incorporated them into the world of BMW and created a strong emotional bond between the brand and the visitor.

This level of personalization and interaction is what today's audiences crave, it can transform a passive viewing experience into an authentic, immersive one—ultimately resulting in stronger brand recognition and loyalty.

Visitors leave the exhibition impressed about their BMW experience and with their digital take aways become brand ambassadors in their social networks. Every day, more than 200 visitors and more participate in our installation, showcasing the success and popularity of the project.