Spot on: In the center the world’s first color-changing showcar, the BMW iX Flow. featuring E Ink. Behind it, a media facade with E Ink color-changing film. Slowly, black-and-white gradients on the car and the wall begin to dynamically merge into one. The car in sleep mode, then the impression of driving through a tunnel. A play of light, shadow and movement. The car as an intelligent-emotional vehicle, harmoniously united with its surroundings.
For the staging of the BMW iX Flow, Graft Brandlab’s media artists created a choreography of vividly evocative animations that play on both the 30-meter-wide, eight-meter-high media facade and on the skin of the BMW iX Flow. The animation follows a dramaturgy that visualizes different states of the car in different virtual landscapes, from a sleep and dream phase to high-energy driving performance.
Kindle reader as a template: ambient media technology with sustainability factor
An electronic color-changing film (e-paper) from E Ink, which is used e.g. in Kindle readers, is used for the first time to create this mediatecture artwork. The film creates dramatic visual effects while requiring a minimum of energy. The power is needed purely for the color change, not for the static color state.
The flowing change of color is made possible by a specially developed body-wrap finish that is precisely conformed to the contours of BMW’s all-electric Sports Activity Vehicle. Stimulated by electrical impulses, the electrophoretic technology brings different color pigments to the surface, which causes the body to take on the desired coloration.
Graft Brandlab is an experienced pioneer in the architectural use of ePaper
Already in 2017, Prof. Nik Hafermaas, Managing Partner Creation of Graft Brandlab, used color-changing films from E Ink in architectural projects. With his artist platform ueberall.us, Nik created what was then the world’s first application on an architectural scale: DAZZLE – a dynamic yet low-energy media facade at San Diego International Airport. The Artpiece project won multiple awards.
"We are excited to add another new artwork to our vision of environmentally sustainable mediatecture with this ambient media installation at this year’s CES," says Prof. Nik Hafermaas, Managing Partner I Creation of Graft Brandlab.
Rico Zocher, Managing Partner Business of Graft Brandlab, adds:
"The lead agency THE GAME has created an experience pavilion that makes it possible to experience sustainable electric automobility in all its facets. We thank THE GAME for the good cooperation and are happy that we could contribute to sustainable spatial communication with our expertise in mediatecture and art."
Credits:
- Client: BMW Group Germany bmw.de
- Lead Agency: TheGame Group GmbH thegame.global
- Project Mediatecture: Graft Brandlab graftbrandlab.com
- Material: E Ink eink.com
- Exhibition stand construction: Czarnowski czarnowski.com
Making brands unique and multidimensional experiences is the goal of the Berlin-based innovation agency Graft Brandlab, which operates at the intersection of art, design and technology. Rico Zocher, Managing Partner Business, and Prof. Nikolaus Hafermaas, Managing Partner Creation, head the agency, which was founded by Graft Architects in 2014.
The Graft Brandlab agency is characterized above all by its multidisciplinary approach, which unites strategists, architects, interior designers, graphic designers, marketing experts and software engineers on projects. This enables the team of international talents and experts to realize the entire spectrum from the development of brand strategies to their manifestation in the real world in the form of multimedia branding, communication, architecture and mediatecture. Their clients include DKB, Volocopter, Coca-Cola, Mercedes-Benz, Honda, Hyundai, Gebr. Heinemann, E.ON, Volkswagen and Zalando.
Graft Brandlab
Heidestraße 50
10557 Berlin
Telefon: +49 (30) 221827-710
https://graftbrandlab.com
Public Relations
Telefon: +49 (175) 4454-712
E-Mail: cc@graftbrandlab.com
