BMW – Transformation of a Landmark
In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla. To celebrate this and spark a shift in people’s perception, we changed something that has never been used commercially before: the four-cylinder tower – BMW’s headquarters and symbol of the gasoline engine. For the delivery of the 100,000th BMW i3, we invited people to the four-cylinder tower for a carefully choreographed spectacle turning the four cylinders into four 101-metre-high batteries and made global headlines.
Jung von Matt/ SPREE